S/M/367. Dissertation. CRM in tourism and hospitality industry

The dissertation addresses the issues of customer satisfaction and CRM (Customer relationship management) in tourism and hospitality companies. Literature is reviewed on the role of contact management for the hospitality service, the features of staff training and development, etc. A study of the Hilton Hotels group is conducted on the basis of primary (via questionnaires) and secondary research data. Conclusions are made about the significance of CRM; recommendations are suggested about the most effective CRM activities in hospitality business.