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How to create loyal visitors in hotel businesses
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this research paper is to provide an understanding for organizational factors effect on Customer Relationship Management (CRM) in the hotel business and then investigate CRM activities effect on loyalty among business travelers. An analysis of 163 questionnaires gathered from hotels in Sweden resulted in two main findings. (1) Organizational factors such as: size, strategy, and maturity of information system affect CRM activities where the development of a customer loyalty strategy affects CRM activities the most. (2) CRM activities as: bonus cards, service customization, free-gifts, and convenient check in/check outs affect loyalty where service customization affects loyalty the most. Hence, different organizational preferences and certain CRM activities are preferable as hotels strive to create loyalty among business travelers.

Place, publisher, year, edition, pages
2011. , 20 p.
Keyword [en]
Customer Relationship Management, Organizational factors, loyalty, business traveler
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-8373OAI: oai:DiVA.org:hkr-8373DiVA: diva2:430275
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-02 Created: 2011-07-07 Last updated: 2011-09-02Bibliographically approved

Open Access in DiVA

fulltext(438 kB)3624 downloads
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File name FULLTEXT01.pdfFile size 438 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf