Travel Industry Customer Relationship Management

Author: Wang Hui
Publisher:
Publish Date: 2005-11-01
Features: This book is an edited textbook, divided into eight chapters. Chapter 1 serves as the introduction to the book, researching and introducing the basic theories of customer relationship management and its practice in tourism enterprises. Chapter 2 elaborates on the marketing foundations of customer relationship management from a theoretical perspective—relationship marketing, integrated marketing, and online marketing. Chapter 3 discusses the primary task of customer relationship management in tourism enterprises—constructing a listening system, mainly including marketing research, service research, customer behavior and decision-making patterns, and customer expectation management. Chapter 4 examines the customer satisfaction system in customer relationship management for tourism enterprises, mainly covering the construction of service systems, the design of customer value delivery systems, customer satisfaction and loyalty theories, and organizational support. Chapter 5 comprehensively elaborates on the main content of customer relationship management in tourism enterprises, involving customer relationship management, customer benefit management, customer commitment management, customer complaint management, customer credit management, and key customer management. Chapter 6 explores the application of information technology in customer relationship management for tourism enterprises from a technical perspective. Chapter 7 discusses the supporting role of human resource management in customer relationship management for tourism enterprises and how to enhance human resource management to improve the efficiency of management in customer relationship management. Chapter 8 provides a detailed introduction to typical enterprises in the tourism industry—hotels, travel agencies, and airlines—along with case studies. This book strives to integrate theory and practice, combine concepts with technology, and align tourism specialization with related marketing theories. Readers should have basic knowledge of tourism, marketing, and e-commerce. Therefore, this book is suitable for senior undergraduate students in tourism programs at universities, as well as middle and senior management personnel and marketers in tourism enterprises.