Start Date

7-1-2011 2:30 PM

End Date

7-1-2011 3:15 PM

Track

2. Track 2 - Poster Session

Subject Area

Lodging

Faculty Member

Prof Dr. Daniel Mount dmount@psu.edu

Abstract

Building on a comprehensive discussion of critical concepts, topics and issues, as well as on previously suggested avenues of research in relationship marketing and CRM literature, this paper aims to present innovative research directions for customer relationship management (CRM) in hospitality. In an introduction section CRM and its different levels of research are defined and naturally linked to hospitality service.

Keywords

Customer Relationship Management, Relationship Marketing, hospitality, research agenda, critical issues, relational service

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Jan 7th, 2:30 PM Jan 7th, 3:15 PM

Customer Relationship Management (CRM) in Hospitality: Adding a Relationship Dimension to a Relational Service

Building on a comprehensive discussion of critical concepts, topics and issues, as well as on previously suggested avenues of research in relationship marketing and CRM literature, this paper aims to present innovative research directions for customer relationship management (CRM) in hospitality. In an introduction section CRM and its different levels of research are defined and naturally linked to hospitality service.