Research on the Improvement of Service Quality in the Service Industry-Perspectives of Customer Relationship Management

Abstract

Customer relationship management is an important strategy for the service industry to maintain its competitiveness. By integrating all business indicators including marketing, service process, quality management, after-sales care, brand image, etc., it can gain customer loyalty and provide customized Serve. In the face of such a fierce competitive environment, enterprises must be able to grasp customer needs if they want to continue to make profits. Therefore, they must rely on customer relationship management and emphasize the lifetime value of customers. In order to understand how much the leisure hotel industry attaches importance to customer relationship management, and to effectively summarize the applicable customer relationship management strategies, this article selects the most important indicators of customer relationship management through twelve senior experts in the leisure hotel industry. The ranking of the importance of the indicators is used as a suggested strategy for leisure hotel operators to operate customer relationship management in this study.