THE CUSTOMER RELATIONSHIP MANAGEMENT MODEL AT THE HOSPITALITY ENTERPRISE

Abstract

Information and communication technologies crucially impact on travellers’ knowledge, attitudes and behaviours. The increased online price and product transparency and the new business models enhance tourists’ powers, which are becoming more prices sensitive, less brand loyal and more sophisticated. The hospitality industry is also experiencing increased globalization, competition, higher customer turnover, growing customer acquisition costs and rising customer expectations, meaning that hospitality performance and competitiveness is significantly dependent on their ability to satisfy customers efficiently and effectively. To enhance profitability and guest loyalty, the hospitality enterprises must focus on developing Customer Relationship Management (CRM) that aims to seek, gather and store the right information, validate and share it throughout the enterprise and then use it throughout all organizational levels for creating personalized, unique guests experiences. Strengthening customer orientation requires Ukrainian hospitality enterprises to find effective tools for Customer Relationship Management. Implementation of CRM-systems allows using customer relationships as a resource that enables to increase the profitability of the hospitality enterprises. Recent studies on the CRM selectively focus on some service sectors, such as banking, telecommunication, healthcare and contact center. Consequently, there is still a marked lack of research on CRM in the hospitality industry. Furthermore, several researches refer to the importance of making studies on CRM dimensions in the hospitality sector. As a result of that, it is reasonable to lead the conclusion that it is not only very little attention has been given to the CRM dimensions in the hospitality industry, but there is also plenty of opportunities for extending the methods about CRM dimensions and hospitality performance both theoretically and empirically.