Abstract

ii PART ONE 6 Introduction 6 Purpose 7 Statement of Problem 7 Justification 8 Constraints 8 PART TWO 9 Introduction 9 Literature Review 9 What is customer relationship management (CRM)? 9 Framework for implementing and evaluating the effectiveness of CRM practices..... 11 Five generic inter-related process steps. 11 Strategic, operational or analytical CRM 12 CRM Value Chain 12 An integrated managerial approach. 12 CRM research in the hotel industry 13 CRM goals 16 Implementing CRM best practice using CRM value chain 17 Modified version of Buttle’s CRM value chain. 17 Five primary stages. 18 Four secondary supporting activities. 22

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