Developing of Customer Relationship Management in the Croatian Tourism Industry (CROSBI ID 517883)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Dukić, Branimir ; Meler, Marcel
engleski
Developing of Customer Relationship Management in the Croatian Tourism Industry
Digital technology has fostered significant advances in the sphere of social activities by ensuring information superiority to those economic agents that rationally employ the technology's potential. Customer relationship management (CRM) is an area where the effects of information superiority are evident through deductive processes in which concern for the customer is transferred from the group to the individual. Individualisation and personalisation, which result from CRM, provide for qualitative improvements in building a marketing information system that must be capable of securing a high level of competitiveness through business decision-making. The research and conceptual development of CRM are aimed at securing the competitive ability of Croatia's overall tourism offer by providing information superiority with special focus on retaining the current customers of the country's tourist product. In this paper, a conceptual model of CRM in the Croatian tourism industry is used to explore organisational aspects and define the basic range of data and the ways data are recorded, processed and distributed in carrying out marketing and management activities. In actuality, the conceptual model should present a basis for building and implementing concrete CRM systems in large hotel systems, as well as in small, single tourist facilities.
customer relationship management; database; marketing; tourism industry
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Podaci o prilogu
1152-1161-x.
2006.
objavljeno
Podaci o matičnoj publikaciji
3^rd International Conference. An Enterprise Odyssey: Integration of Disintegration
Galetić, Lovorka
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu
Podaci o skupu
3rd International Conference "An Enterprise Odyssey: Integration of Disintegration"
predavanje
15.06.2006-17.06.2006
Zagreb, Hrvatska