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Pregled bibliografske jedinice broj: 844961

Časopis

Autori: Laškarin, Marina; Galičić, Vlado
Naslov: Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels
( Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels )
Izvornik: International Journal of Economics and Management Engineering (1307-6892) 9 (2015), 5; 1653-1657
Vrsta rada: članak
Ključne riječi: Brand loyalty ; e-WOM communication ; GRM programmes.
( Brand loyalty ; e-WOM communication ; GRM programmes. )
Sažetak:
Quick adoption of e-business and emerging influence of “Electronic Word of Mouth e-WOM” communication on guests made leading hotel brands successful examples of electronic guest relationship management. Main reasons behind such success are well established procedures in collection, analysis and usage of highly valuable data available on the Internet, generated through some form of e-GRM programme. E-GRM is more than just a technology solution. It’s a system which balance respective guest demands, hotel technological capabilities and organizational culture of employees, discharging the universal approach in guest relations “same for all”. The purpose of this research derives from the necessity of determining the importance of monitoring and applying e-WOM communication as one of the methods used in managing guest relations. This paper analyses and compares different hotelier’s opinions on e-WOM communication.
Izvorni jezik: eng
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
URL Internet adrese: https://waset.org/publications/10001461/impact-of-electronic-guest-relationship-management-e-grm-on-brand-loyalty-the-case-of-croatian-hotels
URL cjelovitog teksta:
Časopis izlazi u samo elektroničkom izdanju: NE
Google Scholar: Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels
Upisao u CROSBI: Vlado Galičić (Vlado.Galicic@fthm.hr), 17. Stu. 2016. u 16:25 sati



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