Master of Hospitality Administration
First Committee Member
Clark Kincaid, Chair
Number of Pages
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.
Customer relations — Management; Customer services; Hospitality industry; Singapore
Hospitality Administration and Management | Other Business
Wong, Janet, "Is there a suitable CRM framework to evaluate the effectiveness of CRM practices in the Singapore hotel industry?" (2010). UNLV Theses, Dissertations, Professional Papers, and Capstones. 711.