Abstract
As tourism enterprises significantly depend on timely customer service due to the simplified operation of information systems and the circulation of information flows, CRM is necessary to apply for constant communication with customers. It is important to build its structural model to reflect the dynamism of information flows and ensure quality of the tourism product. Analysis of recent research and publications has shown that the application of the CRM system in the activities of service enterprises is actively studied by both Ukrainian and foreign scientists. The main accent is made on justification and creation of a structural model of CRM as flexible and sensitive to external changes that affect the activities of the tourism enterprise to improve customer service and efficiency. The theoretical basis and methodological basis of the article consist of the works of Ukrainian and foreign scientists on CRM systems for customer service. Having received substantiated scientific research, the article uses theoretical generalization, analysis and synthesis to consider the features of CRM for tourism enterprises. The interrelation between information system and service quality was analyzed. Due to informative nature of a tourism product, dynamics and intensity of information flows between tourism enterprises and customers, CRM was recognized as the necessary tool to communicate with clients, promotes their retention, and manage internal processes. CRM functions for tourism enterprises were formulated. The structural model of the tourism CRM functioning was designed, taking into account the information flows content. E-CRM provides wider services to be provided for customers. The importance and competitive advantage in using CRM system in the tourism enterprises are determined. The structural model of CRM system functioning is created, taking into account intensity and character of information flows in formation and sale of a tourist product. CRM efficiency indicators for tourism enterprises are determined.
Highlights
The organization and management of customer relations in tourism enterprises is an essential driver of business processes
customer relationship management (CRM) applied by tourism enterprises ensures tight connection with tourists and potential clients, timely delivery of information, proper and quality allocation of internal resources, dynamic changeability of internal processes, etc
Attributes of CRM as an information system influence on common quality level of tourist services. It means that the more advanced and sensitive CRM, the more efficient communication with consumers is for tourism enterprises
Summary
The organization and management of customer relations in tourism enterprises is an essential driver of business processes. Minh and others endow customer relationship management (CRM) with significant competitive advantages and relevant organizational improvements [4]. This system corresponds to the needs and characteristics of tourism and the specifics of a tourist enterprise, in particular, the dynamism of information flows, orientation towards income generation, consumer value, development of a new or existing tourism product, and other characteristics. Informational content of CRM includes the informational flows from social media and directly from communication with customers These aspects are highlighted in the research of F. The development of customer relationship management (CRM) structure sensitive to the external changes will facilitate better communication with consumers and the formation of competitive advantages of tourism enterprises
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