publication . Bachelor thesis . 2015

Implementation and Benefits of CRM in Hotel Industry : A comparative study ofClarion Collection hotel and Scandic hotel in Västerås

Mu, Bin; Xiao, Meng; Gebray, Yonas;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
  • Country: Sweden
Abstract
This thesis is to identify the main factors that influence CRM implementation in Scandic hotel and Clarion hotel. Moreover, benefits of both hotels that can be reaped from using CRM. The result shows that CRM plays an important role in creating a long term successful to the hotels. But this can be achieved through considering major factors that influencing CRM implementation. CRM benefits also realized in both operational and strategic.
Subjects
free text keywords: CRM, CRM implementation, CRM benefits, Scandic hotel, Clarion hotel, CRM process in hotel
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