عنوان انگلیسی پایان نامه:

Customer Relationship Management in the Tourism industry

عنوان فارسی پایان نامه: مدیریت ارتباط با مشتری در صنعت گردشگری

سال انتشار: 2007 تومان

رشته: بازاریابی

مقطع: کارشناسی ارشد

تعداد صفحات: 93 صفحه

نوع فایل: pdf

دانلود پایان نامه انگلیسی

چکیده پایان نامه

The purpose of this thesis is to study CRM in tourism SME’s in Iran. Hotels, hotel apartments and travel agencies of Tehran have been chosen as sample. This research explains the objectives for CRM implementation, factors influencing CRM implementation and barriers of CRM in tourism SME’s in Iran. From conducting this study some main findings have been found. Firstly CRM objectives divided into six categories, which are decreasing costs, sustaining competitive advantage, improving customer services, Customer retention, Acquiring new customer, increasing profits. Secondly, factors influencing CRM implementation can be divided to four initial factors which are communication-distribution infrastructure, Business dynamics, Customer relations, Innovation & quality. Thirdly the barriers divided into nine categories which are: Inadequate supporting budgets, Lack of senior management Commitment to CRM, Poor communication, an absence of complementary customer management skills, Inefficiencies in business process, Lack of end-user input at service stage, a lack of standardization, Inter-departmental conflicts, Lack of cultural readiness. In the next step research questions will be answered which is the most important objective, the most important factors influencing CRM implementation and more important barriers influencing CRM implementation according to answers of tourism SME’s managers.

 

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