The value of customer relationship is well recognized by many leading companies, especially for the service companies. For the hotel enterprise, application of Customer Relationship Management (CRM) is a great opportunity to increase the customer value and provides a way to systematically attract, acquire and retain the customers. The main purposes of this study are to provide a framework to review the strategic application in related to customer connections on high quality hotel enterprises.
This study has taken the hotel enterprise as an example to perform a field study. These hotels, based on the surveyed data, have done the connections for customer knowledge in 69%, for customer-connective technologies in 84% and for customer economics in 75%.
Lin, Yichen; Shu, Chen; Hsieh, Hsiu-Hsiung; and Shih, Wurong, "A Field Study of CRM on Hotel Enterprises" (2001). ICEB 2001 Proceedings. 101.