Abstract
Nowadays, the traditional four P's of marketing are not enough, especially in hospitality services, because of the permanent need to satisfy the customers, in order to keep them loyal. This chapter aims to understand the application of customer relationship management (CRM) in order to manage client retention and how this can translate into a competitive advantage for the hospitality industry. The chapter has a theoretical framework on the main concepts, such as relational marketing and CRM, and their importance and application to hospitality. The Estoril Coast in Portugal was chosen because it is considered as an international brand due to the importance for national and international tourism. For that, the authors made online questionnaires to hotels in this geographical area. The results allow to measure the use of CRM in the sample hotels and understand the importance of relationship marketing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
