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To critically analyze of the impact the Customer Relationship Management has made on Customer Loyalty in Renaissance Beijing Cap - Dissertation Example

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SEMI-DRAFT DISSERTATION: CRITICAL ANALYSIS OF IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY IN RENAISSANCE BEIJING CAPITAL HOTEL Cheryl Abstract Today, hospitality industry is facing at an intense competition by gaining loyal customer, and under this situation, many companies apply the Customer Relationship Management (CRM) as an effective weapon on acquiring profitable and loyal customers since it can assist the company to identify and analyze the customer’s need and in order to provide a better service/product to the customer…
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To critically analyze of the impact the Customer Relationship Management has made on Customer Loyalty in Renaissance Beijing Cap
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Download file to see previous pages The dissertation begins with a comprehensive introduction, explaining what the paper is all about and giving a chronological sequence of how the text shall unfold in subsequent sections. Later the author has reviewed the literature in detail that has been utilized and studied to ascertain theories applicable to this scenario and how they are helpful in analyzing the practices being followed by this hotel. The scholarly resources used have been elaborated and theories selected have been explained to give a bird’s eye view to the readers about evidences that already exist regarding the effects CRM has on customer loyalty. An overview of CRM procedures has been provided in this section and correspondingly broad definition has been discussed for customer loyalty. The subsequent section elucidates the methodologies that have been adopted and implemented by the author in conducting the entire research for this dissertation. The procedures carried out have been justified and their planned outcomes have been entailed. The pivotal portion of this dissertation follows where rigorous analysis has been conducted and all related implications have been discussed in detail. Findings have been incorporated along with graphical illustrations. Finally, concluding remarks have been made to close the dissertation with fruitful outcomes, significance of topic has been discussed and recommendations have been made to the hotel’s management in the closing note. Acknowledgments To take this opportunity, I would like to express my thanks to the people who supported me in this research. Firstly, I would like to express my indeed gratefulness to my family and school friends, my mum, dad and my school friends. They motivated and inspired me a lot on achieving my Bachelor Degree. My dad and mum give me the best to make me happy and feel less stress, their love is my biggest motivation and nothing can replace it. Also, I have to thank my school friends as they always help me and inspire me on the study and school life, they have contributed and shared the knowledge and opinion on the study of hospitality industry. Moreover, here I extend my gratitude and biggest gratefulness to Mr. Bradley. It is a great pleasure for me to have Mr. Bradley to be my tutor. Without his guidance and encouragement, I would not be able to complete this dissertation. Therefore, I would like to show my big thank to Mr. Bradley for his supporting. Last but not least, I would like to appreciate the big effort that contributed by Mr. Han, as the front office manager, he arranged the interview for me to investigate the CRM system and understand how CRM is implemented at the Renaissance Beijing Capital Hotel, as well as helped me for distributing questionnaires to the customers at the hotel. Table of Contents List of Tables, Figures and Illustrations Content Page 1.1 Structured Plan ….…………………………………………….………………. 4 2.1 The effect of customer retention ……..……………………………………….. 7 2.2 Four types of CRM definitions … ...Download file to see next pages Read More
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