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Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management? What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales? Does communication directly and positively influence the purchase frequency of already existing customers?
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Über die Autorin bzw. den Autor
Dr. Michael Toedt is the founder and CEO of dailypoint(TM) - software by Toedt, Dr. Selk & Coll. GmbH, a leading Big Data and CRM company. Operating at the intersection of business and technology, he helps hoteliers with the software dailypoint(TM) to use the increase of data in order to become data-centric. He also teaches at several universities.
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The Contribution of CRM to Sales Performance in the Hotel Business
Verlag:
LAP LAMBERT Academic Publishing Apr 2019, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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Anbieter: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Deutschland
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Taschenbuch. Zustand: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales Does communication directly and positively influence the purchase frequency of already existing customers 208 pp. Englisch. Bestandsnummer des Verkäufers 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
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LAP LAMBERT Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
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LAP Lambert Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
Verlag:
LAP LAMBERT Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
Neu
Taschenbuch
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
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Taschenbuch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales Does communication directly and positively influence the purchase frequency of already existing customers. Bestandsnummer des Verkäufers 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
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LAP Lambert Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
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LAP Lambert Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
Verlag:
LAP LAMBERT Academic Publishing Apr 2019, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
Neu
Taschenbuch
Anbieter: buchversandmimpf2000, Emtmannsberg, BAYE, Deutschland
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Taschenbuch. Zustand: Neu. This item is printed on demand - Print on Demand Titel. Neuware -Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales Does communication directly and positively influence the purchase frequency of already existing customers VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 208 pp. Englisch. Bestandsnummer des Verkäufers 9786202021180
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The Contribution of CRM to Sales Performance in the Hotel Business
Verlag:
LAP LAMBERT Academic Publishing, 2019
ISBN 10: 6202021187
ISBN 13: 9786202021180
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Zustand: Hervorragend. Zustand: Hervorragend | Sprache: Englisch | Produktart: Bücher | Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management? What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales? Does communication directly and positively influence the purchase frequency of already existing customers? Bestandsnummer des Verkäufers 34397018/1
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