Customer Relations Management Applications in the Tourism Industry

Customer Relations Management Applications in the Tourism Industry

Burcu Pekduyurucu Aydın (Istanbul Aydin University, Turkey)
DOI: 10.4018/978-1-4666-6543-9.ch069
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In recent years, all information about customers can be shared with employees by customer relations management in tourism establishments, and accordingly, all customer expectations can be met. As a result, producing customer loyalty can be possible. Customer relations management applications in tourism establishments is crucial with regards to competing with other establishments. The most important factor for customers to be pleased with the tourism establishments and prefer the same establishment again is the qualities of front office employees who are directly in relation with customers because front office is the first department that customers interact with. Information about front office is provided and application circumstances of the front office are explained in this research. The population consists of managers of 4-star and 5-star hotels operating in Turkey. In this research, contributions of the front office employees in providing customer loyalty, preventing customer complaints, and customer relations applications of the establishment are examined.
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Customer Relations Management In Tourism Establishments

Customer Relationship Management, is a strategic approach that enables organizations to use internal resources (i.e. technology, people and process) to manage the relationship with customers for the whole of their lives cycles, in order to create a competitive advantage and improve an organization’s performance (Mohammed and Rashid, 2012). Establishments will have the opportunity to offer customer specific products and to response customers demands more easily and more quickly by the virtue of acting in the manner of customer oriented (Hamşioğlu, 2002). Customer orientation consists of acting through the customer and satisfying all needs/demands of the customer by the help of this (Gürdal, 2009).

In tourism establishments, applications are performed with the purpose of customer satisfaction and loyalty. As a results of satisfied customer’s recommending the service they were given to their friends and relatives, commercial and promotion costs decrease; as a result of being informed about customer’s demands and needs, establishment offer better service and better quality products; placing importance to customers individually increases customer satisfaction; by way of databases customer addresses and shopping habits can be followed constantly and customer loss can be minimized and customer loyalty can be increased by efficient marketing. Applications are not systematic and planned under the name of customer relations management (Ünal, 2011).

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