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The Role of Customer Relationship Management in Luxury Hotels in The Republic of Croatia

In the Republic of Croatia, as well as in other Mediterranean countries tourism is an important and growing activity. Yet, only recently luxury hotels have become more prominent in the overall hotel offer in the Republic of Croatia. Majority of total offer of luxury hotel accommodation in the Republic of Croatia is located in Istria County and the city of Dubrovnik. In luxury hospitality industry high quality service and customer relationship management are the most important factors of success. Successful customer relationship management is based on successful internal marketing ; i.e. organizational culture, human resource management and marketing information management process. The paper presents selected examples of best practices in customer relationship management in luxury hotels and the results of a qualitative research on a sample of five luxury hotels in the Republic of Croatia. A comparison of these examples was carried out and some suggestions for improvement for customer relationship management practice in Croatia were given.

relationship marketing, customer relationship management (CRM), luxury hotels in the Republic of Croatia, Mediterranean countries

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