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CRM and EC

C/EI/153. Customer relationship management in online hospitality businesses: literature review

WORDS:
4500
DATE:
2010
PRICE:
49.99 GBP

The paper presents a literature review for the research into the role of customer relationship management (CRM) in Hong Kong online companies providing hotel accommodation and airline tickets. The review touches on the definitions of CRM, the role of CRM as a marketing tool, the features of online CRM (e-CRM), the importance of CRM for organisational success, the limitations of CRM, etc.

 

KEYWORDS: Customer relationship management, CRM, online hospitality, e-CRM, literature review, hotel accommodation, airline tickets,

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