Award Date

9-2010

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Clark Kincaid, Chair

Number of Pages

59

Abstract

With the continuous growth of the hospitality industry in Singapore and the increasing interest in CRM, it is becoming more critical to ensure Singapore hotels have in place a best CRM practice to improve customer value and retention. The purpose of this study is to develop a best CRM practice for Singapore hotels. Four frameworks are discussed in the study with Buttle’s modified framework being the best suited because other models took on a more strategic CRM focus or focus their attention on the role of ICT. This framework provides a detailed value chain to understand the CRM practices at different operational level and activities. It also show how by getting all these activities together, a successful CRM practices is achievable. The best part of this framework is Buttle provides four supporting conditions to guide the CRM implementation at the property level.

Keywords

Customer relations — Management; Customer services; Hospitality industry; Singapore

Disciplines

Hospitality Administration and Management | Other Business

Language

English

Comments

UNLV Singapore Campus


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