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Application of Customer Relationship Management Methodologies as an Enterprising Strategy for the Hospitality and Tourism Education

Mishra, Rajiv and Pal, Kulwinder (2011) Application of Customer Relationship Management Methodologies as an Enterprising Strategy for the Hospitality and Tourism Education. In: Proceedings of The Inaugural India International Hotel, Travel & Tourism Research Conference: Examining and Debating Trends, Challenges and Issues. Banarsidas Chandiwala Institute of Hotel Management & Catering Technology (BCIHMCT), Delhi, pp. 166-172. ISBN 978-81-920850-0-5

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Abstract

Purpose – The purpose of this paper is to explain the methodologies of customer relationship management (CRM) and apply the same to higher education scenario with emphasis on hospitality and tourism context. The paper seeks to outline the benefits and limitations of the CRM. Approach – The paper specifies an ideational application of the CRM concept and establishes its suitability in the hospitality and tourism institutions. Findings – Customer Relationship Management would be expected as the norm in the hospitality and tourism education by customers of the future, yet it is only the trendsetters who gain real perceptible benefits from this progression. Applied Implications – The paper proposes conceptual examples for the hospitality and tourism education on how to utilise the innovative CRM tool. The expertise and technology is already available and the utilisation of these novel techniques would certainly enhance consumers' gains from it. This can result in more satisfied customers for the educational institutions of hospitality and tourism. Creativity – The paper frameworks current and future opportunities, thus, truly adopting the basic philosophy of strategic marketing in order to satisfy and please the customers at the hospitality and tourism educational enterprises.

Item Type: Book Section
Uncontrolled Keywords: Customer Relationship Management (CRM), CRM Methodologies, Higher Education, Hospitality & Tourism Institutions.
Subjects: Hotel Management > WGSHA Manipal
Depositing User: WGSHA EPrints Administrator
Date Deposited: 12 Dec 2014 09:39
Last Modified: 12 Dec 2014 09:39
URI: http://eprints.manipal.edu/id/eprint/141277

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