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

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.
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Date
2011-01-07
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