Customer Relationship Development Research Articles

Creating exceptional guest experiences: the role of engagement and relationship building in hospitality

PurposeThe study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally, it aims to examine the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and loyalty.Design/methodology/approachAn integrated theoretical framework is developed by incorporating CRM practices and guest engagement into the satisfaction-loyalty framework. Two research instruments were adapted from the literature to assess the perspectives of customers and employees in the hotel industry in Kashmir. The customer survey measured guest satisfaction, loyalty, and engagement, while the employee survey focused on CRM practices, including key customer focus and CRM organization. Data was collected using a pen-and-paper survey with convenience sampling across 10 qualifying hotels, each classified as 3-star or above. A total of 270 matched responses from guests and employees were obtained and analyzed using descriptive analysis, structural equation modeling (SEM), and moderation analysis with SPSS and AMOS software. The study utilized a rigorous data matching process to ensure reliability, with guest-employee pairs verified and cross-checked with hotel records.FindingsThe results indicate CRM practices play a pivotal role in shaping guest satisfaction and loyalty. Notably, personalization and a targeted customer approach emerged as the most influential factors in enhancing tourist satisfaction. Similarly, prospecting, personalization, and effective knowledge management significantly contributed to visitor loyalty. The establishment of robust relationships is underscored through collaborative active guest engagement. Furthermore, the study highlights the nuanced relationship between satisfaction and loyalty moderated by guest engagement. High levels of guest engagement amplify the positive impact of satisfaction on loyalty, while lower engagement levels attenuate this effect. Moreover, the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and CRM practices and guest loyalty was notably strong at elevated guest engagement levels and relatively weaker at lower engagement levels.Research limitations/implicationsWhile the study findings encourage organizations to prioritize customer relationship development, hospitality entities must emphasize the adoption of CRM philosophy and robust guest engagement measures. Actively involving guests in co-creating services can yield incremental benefits in terms of attracting, retaining, and effectively serving guests.Originality/valueThis study introduces novel dimensions to the existing CRM framework within the hospitality context, specifically exploring the impact of hotel-specific elements (personalization and prospecting) on customer satisfaction and loyalty. Furthermore, it innovatively investigates the moderating role of guest engagement in the satisfaction-loyalty relationship, expanding its scope to include the relationships between CRM practices and guest satisfaction and guest loyalty.

Optimization of direct supply chains in the restaurant industry: Addressing key challenges through technological innovation

This study aimed to explore the potential of different supply channels in the restaurant industry, with a focus on optimizing direct supply using advanced technologies. By applying economic and statistical methods, the research analyses the role of large distributors and wholesalers in the United States food supply chain. While these supply chain participants support restaurant and manufacturer operations, they can also increase costs, reduce marketing and logistics control, and hinder the development of customer relationships. Direct supply presents significant advantages, such as improved brand loyalty, higher profit retention, and access to high-quality products. However, its growth is constrained by challenges like high marketing expenses and the implementation of same-day delivery. These costs include investments in advertising, technology platforms, CRM systems, and staff remuneration. Key obstacles to same-day delivery include staff shortages (especially drivers), high delivery costs, and inefficient logistics. The study suggests that technological solutions, including the development of direct access networks, automated promotional tools, and logistics infrastructure, can help mitigate these challenges. The Sample Box Marathon and Rgand Prime Fulfilment platforms are analysed as practical solutions that reduce costs and improve profitability. The findings of this research can provide valuable insights for producers and restaurants looking to optimize their supply chain operation

Roles of Telemarketing in Marketing of Marketplace at PT. LTP South Tangerang

This research was conducted to determine the role of telemarketing in job marketplace marketing at PT LTP South Tangerang, the main purpose of this study was to determine the role of telemarketing in marketing the installation of job vacancy information at PT LTP South Tangerang, Telemarketing obstacles in the marketing process of installing job vacancy information, and solutions carried out to overcome obstacles that occur during the marketing process of installing job vacancy information. This research was conducted using descriptive qualitative methods, with data collection methods carried out, namely observation, interviews, and literature studies. Based on the results of the study, it can be concluded that the role of telemarketing in job marketplace marketing at PT LTP South Tangerang is to increase the number of customer databases, develop customer relationships by telephone, conduct digital marketing to increase the use and branding of job marketplaces, influence prospective customers to be interested in posting job vacancy information ads, direct and assist the process of posting job vacancy information. There are still obstacles experienced including inadequate telephone facilities, poor telephone networks, not directly connected to the target telephone recipient, and invalid database contact numbers. Then solutions were obtained to overcome existing obstacles, including solutions for inadequate telephone facilities, namely routinely cleaning the chace, preparing cellphone storage reserves and adding telephone facilities. The bad network solution is to change the provider, the solution if it is not directly connected to the target telephone recipient, namely by increasing the number of databases to be called and follow up and ask for HRD contact information so that it can be contacted directly, Then the solution to invalid contact numbers is to update the database with more relevant sources.

The Impact of Information Technology on Service Quality, Satisfaction, and Customer Relationship Management (Case Study: IT Organization Individuals)

Recent research and studies have shown that Information Technology (IT) has a significant impact on service quality, customer satisfaction, and customer relationship development. With the proliferation and penetration of technology in all aspects of life, organizations are responding to the implications and opportunities that IT creates in relation to customer services. The main objective of using information technology in organizations is to increase customer satisfaction, service quality, and customer relationship management, which the authors will focus on here. Enhancing service quality, improving customer satisfaction, and establishing close and sustainable customer relationships are key advantages of leveraging information technology in this field. This article examines the impact of information technology on service quality, customer satisfaction, and customer relationship development and provides strategies and models for organizations to improve customer satisfaction and establish closer connections with them through the use of information technology. Seventy individuals from the IT field were used to evaluate the proposed model. The proposed model was compared with three models: SEM, regression, and decision tree, and the results demonstrated better performance of this approach.

Microsoft Customer Relationship Management for Small and Medium-Sized Enterprises: Challenges and Opportunities

Customer Relationship Management (CRM) platforms are widely used as tools to help organizations streamline processes, develop customer relationships, increase sales, enhance customer service, and boost profitability. Customer acquisition and retention, which are at the core of a CRM’s function, depend on building strong relationships and tracking prospects and customers. However, selecting a suitable platform to accomplish the aforementioned goals is crucial, especially for medium-sized businesses (SMEs). There are great advantages to using CRM for any business, like enhanced contact management, cross-team collaboration, heightened productivity, empowered sales management, accurate sales forecasting, reliable reporting, improved sales metrics, increased customer satisfaction and retention, boosted marketing Return on Investment (ROI), and enriched products and services. This review compares the challenges and opportunities regarding using Microsoft CRM platform and a few other well-known CRM platforms, with an emphasis on SMEs.

Changing Nature of Customer Relationships in Organizations

Companies focus on developing relationships and marketing partners to generate customer value and to receive value in return. However, companies should be selective in developing relationships with customers and marketing partners. The objective of the study is to understand and to focus on profitable customers and marketing partners. The methodology adopted is a conceptual analysis of the various aspects of building, developing, and managing relationships with selected customers and marketing partners. Companies should focus on developing deep and interactive customer relationships and on consumer-generated marketing. They should focus on developing customer relationships both in offline and online domains. They should understand various consumer rights and protect such rights. They should also focus on building relationships with marketing partners both within and outside the firms. The discussions will sensitize both academicians and practitioners about the importance of developing relationships with selected customers and partners to be successful in the long run.

Marketing Information and Marketing Intelligence

Companies cannot make decisions without proper information about their customers. The study discusses the various ways that companies collect customer information, store the information, and analyze the information. The study focuses on the role of customer relationship management (CRM) in making proper usage of the information and the intelligence gathered from the information in building better relationships with customers. The study emphasizes that building fruitful relationships with customers will help companies grow their businesses in the long run. Although CRM implementation helps companies in developing customer relationships, CRM has its own drawbacks. Companies should realize that CRM is a tool that is used to develop customer relationships. However, implementation of CRM will not solve all issues related to customers. Companies need to be aware about all these aspects while implementing CRM. Once implemented properly, CRM helps companies in growing their businesses and achieve business excellence in the long run.

Roles of Customer Databases and Database Marketing in Customer Relationship Management

Development in information technology helps companies to build customer databases, perform database marketing, and do relationship management. The study discusses the various aspects of customer databases and database marketing and their roles in relationship management. It discusses the ways in which a customer database can be used to achieve best results. The study discusses the various issues of database marketing, ways of overcoming the issues, internal changes in an organization which should be made for implementing database marketing, and emphasizes that database marketing is not the solution to every issue. Organizations should analyze all these issues during CRM implementation. It also provides a direction for achieving the goals in relationship management. Organizations should be aware of and should consider all these aspects of customer databases and database marketing to develop customer relationships, to do CRM implementation, to achieve business excellence, and to succeed in the long run.

Innovating to survive in competitive markets: business model innovation of Chinese digital businesses

PurposeBusiness model innovation (BMI) has been posited as essential for both new and existing digital business, as they commonly operate in competitive and fast-moving markets with limited entry barriers. However, it is highlighted within the literature that the understanding of how BMI contributes to business success and how new digital ventures develop competitive advantage is still unclear. This study aims to address this lacuna by exploring how young Chinese digital businesses develop and innovate their business models to survive in fast-moving and competitive markets.Design/methodology/approachThis research adopted a multiple case study design, with qualitative data being collected from the founders of five Chinese digital businesses, to develop an understanding of the evolution of their business models and BMI from their inception.FindingsThe findings add support for the contention that BMI can play an important role and is beneficial in the success of such new digital ventures in highly competitive environments. The founders attribute their success to a willingness for continued BMI, an openness to new opportunities, developing customer relationships and continuous iteration.Originality/valueThis research addresses calls to further the authors’ understanding of how BMI contributes to business success and how new digital ventures develop competitive advantage by exploring the BMI of five highly successful digital businesses from their inception.

The Roles of Customer Databases and Database Marketing in Marketing Intelligence

Customer databases and database marketing play important roles in marketing intelligence and in building and developing customer relationships for organizations. Development of customer databases and performing database marketing are made possible mainly by the advancements in information technology. The study discusses various aspects of customer databases and database marketing and their roles in marketing intelligence and in building customer relationships. It discusses the ways in which companies can use customer databases effectively to achieve the best results. The study discusses the issues of database marketing, ways of overcoming them, internal changes in an organization required for the implementation of database marketing, and emphasizes that maintenance of customer databases and performing database marketing are not the solutions to every problem in building customer relationships. It will help practitioners and researchers in finding a direction for generating customer insights, achieving the goals in relationship management, and in achieving business excellence.

SPECIFICS OF BANKING MARKETING: THE INFLUENCE OF SOCIAL NETWORKS ON COMMUNICATION AND PROMOTION WITH CLIENTS

Social networks offer a number of benefits that contribute to the marketing activities of banks from information, promotion, communication and relationship building, receiving feedback and reactions, fast information sharing, interactivity and a number of other benefits provided by digital communication channels. The purpose of this paper is to investigate how social networks influence communication and promotion with their clients and how they facilitate the marketing activities of banks. After the theoretical part, the paper presents the results of empirical research conducted through a questionnaire aimed at showing and determining how clients view banks’ marketing activities through social networks, how important it is for clients to have their bank on social networks and whether clients participate in surveys or reviews of your bank to help the bank improve its products and services according to their needs and desires. The results of the research indicate that social networks improve communication and promotion among clients, facilitate marketing activities and provide feedback from clients. According to the survey, 47.1% of respondents do not follow their bank on social banks, unlike 52.9% of respondents who follow and have positive experiences with regard to information and notices that banks share on their profile. Although most respondents do not follow their bank on social networks, they are of the opinion that it is important for banks to be present on social networks in order to collect data from different market segments, facilitate communication with clients and information, promotional activities. and through instant messaging which influences the development of customer relationships. Promotional campaigns of products and services through social networks resulted in the selection or more detailed information for 45.3% of respondents for a particular product or service that ultimately ended with the selection of products, of which 15.1% immediately opted for the promoted product or service, and 30 , 2% of respondents asked for additional information about the same. 24.4% of respondents participated in various surveys and reviews of new products and are always happy to leave their opinion on social media or fill out a survey. 36% of respondents sometimes participate in these activities, while 39.6% of respondents are reluctant to participate in surveys and reviews. Banking products and services are specific and regardless of digital communication and promotion channels, there is still some uncertainty among customers about their use and understanding. Ultimately, social networks facilitate communication and promotion with clients, provoke certain reactions, but when it comes to banking as well as products and services, there is still a part of tradition on the part of clients. Conclusions based on the conducted research represent valuable knowledge in this part, and only the research can be the basis for further research on the impact of communication and promotion through social networks on the attitudes and preferences of clients.

Antecedents of brand advocacy in online food delivery services: An empirical investigation

Building a solid relationship between a brand and customers has become increasingly prevalent in a firm’s marketing strategy. It has led to a broader and deeper exploration of developing customer relationships by industry practitioners and academic researchers. Drawing on the marketing literature, this empirical study speculates on the possible mechanism underlying the process of building brand advocacy with consumers in online food delivery services. The data were collected from 562 respondents through online questionnaires from consumers of food delivery platforms in Bangkok and Metropolitan areas, Thailand. The survey data were analyzed using Structural Equation Modeling (SEM) to verify the model. The findings indicated the relationship between customer experience quality (brand experience, service experience, and post-purchase experience), brand leadership (perceived quality, perceived innovativeness, perceived value, and perceived popularity), relationship quality (trust, satisfaction, and commitment), and brand advocacy (recommendation, purchase intention, and brand defending). Regarding the investigation, customer experience quality positively affects brand leadership and relationship quality, which, in turn, mediated the pathway from customer experience quality to brand advocacy. The model explained 72% of the variance in brand advocacy. The study recommends that practitioners consider these findings when designing marketing strategies for online platforms.

Development of long-term B2B customer relationships: the role of self-disclosure and relational cost/benefit evaluation

Purpose This paper aims to explore how and why salespeople enhance or hinder long-term business-to-business (B2B) customer relationships at the interpersonal level by considering self-disclosure and relational cost and reward evaluations. Design/methodology/approach Data from interviews (N = 47) with B2B sales professionals were analyzed, focusing on the shift of the phases in long-term B2B customer relationships. Findings Long-term B2B customer relationships evolve at the interpersonal level through a process of continuous relational cost and reward evaluation, self-disclosure and business disclosure in three phases: becoming business partners, collaborative partners and collaborative and personal partners. The reward evaluations progress from being business related to including even more relational benefits. Disclosure progresses through general business disclosure and general self-disclosure; strategic business disclosure and personal life self-disclosure; and synergistic business disclosure and private self-disclosure. Research limitations/implications The long-term B2B customer relationships could be studied at the interpersonal level from the customer’s perspective. Self-disclosure could be studied in cross-cultural settings as well as gender differences should be considered in future studies. Business and social penetration theory could be applied to investigate different types of relationships and other professional relationships, such as those between employers and employees. It would be important to test whether the business-related and self-disclosure subtypes apply to the development of other types of professional relationships or whether other disclosure subtypes exist. The authors recommend exploring salespeople’s and customers’ privacy management strategies in multiple communication channels. Practical implications Managers may apply the results of this study in their customer relationship management and sales training. Originality/value The findings outline a contextual extension of social penetration theory.

Customer Relationship Management PT Agrapana Wukir Panca

Customer Relationship Management (CRM) is a process in building and improving company and customer relationships with the aim of increasing customer loyalty to purchases. This research uses the documentation method. The documentation method is a source of data in the form of sources from images or videos, works, and written things that can provide information. Based on the research results, PT Agrapana Wukir Panca is a company whose legalization status is still in the form of a Trade Unit, therefore Customer Relationship Management is needed. Customer Relationship Management itself is a process in improving or building relationships between companies and customers, to instill customer loyalty in making purchases. The component frameworks for Customer Relationship Management are operational CRM, analytical CRM, and collaborative CRM. The conclusion of this study is that Customer Relationship Management (CRM) has a framework of components and approaches that companies can take to maintain and develop customer relationships. And has benefits including: Encouraging customer loyalty, reducing costs, increasing operational efficiency, increasing time to market, and increasing revenue.

Customer Relationship Management PT Agrapana Wukir Panca

Customer Relationship Management (CRM) is a process in building and improving company and customer relationships with the aim of increasing customer loyalty to purchases. This research uses the documentation method. The documentation method is a source of data in the form of sources from images or videos, works, and written things that can provide information. Based on the research results, PT Agrapana Wukir Panca is a company whose legalization status is still in the form of a Trade Unit, therefore Customer Relationship Management is needed. Customer Relationship Management itself is a process in improving or building relationships between companies and customers, to instill customer loyalty in making purchases. The component frameworks for Customer Relationship Management are operational CRM, analytical CRM, and collaborative CRM. The conclusion of this study is that Customer Relationship Management (CRM) has a framework of components and approaches that companies can take to maintain and develop customer relationships. And has benefits including: Encouraging customer loyalty, reducing costs, increasing operational efficiency, increasing time to market, and increasing revenue.

The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective

The role of new technologies in tourism is changing rapidly, leading to the development of customer relationships through the use of virtual reality in the marketing of tourist destinations. In addition to focusing on the influence of travel intentions that has prevailed in practice so far, the use of VR is expected to have an impact on the travel experience on the spot. This exploratory research study was conducted with 824 respondents to identify the role of virtual reality in choosing a tourist destination, as well as the expectations of potential customers that could rekindle the tourism industry for a post-pandemic world. The results pointed out that highly used virtual reality applications for destination marketing aim to create a certain image for a tourist destination and to communicate this to the outside world in a consistent and coordinated manner. The findings also reinforce the importance of developing future scenarios for virtual reality as a decisive factor for strategic planning in the tourism sector.

Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement

With the advent of the digital experience economy, contemporary luxury brands have embraced social media as an important channel for improving brand perceptions and developing customer relationships. This is because encouraging consumers to share luxury purchases on social media offers a strategic value for luxury brands. The present research investigates the conditions under which consumers are more likely to share luxury (vs. non-luxury) purchases on social media. Across two experiments, we establish that luxury (vs. non-luxury) purchases are shared more when they are associated with material (vs. experiential) consumption, and among consumers with a high (vs. low) sense of entitlement. These findings make several theoretical and managerial contributions, providing avenues for future research on what consumers do with luxury brands on social media.

Company’s servitization: Antecedents and consequences

The article defines the concept of “servitization”, identifies its features, and outlines the antecedents and consequences of servitization for the company. The analysis of academic literature on the concept of servitization was used as a research method. The author presents two approaches to the definition of the concept of “servitization”: the transformation process and the innovation of the business model. The former reflects the need for significant changes, while the latter draws attention to the change in the logic of creating, transferring and receiving value. The proposed definition of the concept of “servitization” adopts the “transformation process” approach, focuses on the formation of a solution and the orientation of a solution to achieve a result. The study highlights the features of servitization: the combination of goods and services, service orientation, focus on meeting customer needs, creating competitive advantages, commitment to the results, establishing relationships with customers, sharing knowledge, increasing the value of the offer and its differentiation, enhancing the productivity of a company. Servitization antecedents groups include improving competition, technological change, the development of international trade and changing consumer trends, while consequences groups include providing a strategic advantage, improving financial condition, increasing organizational efficiency, and developing customer relationships.

ДЕФІНІЦІЯ СУТНОСТІ МЕНЕДЖМЕНТУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ НА ПІДПРИЄМСТВАХ ГОТЕЛЬНО-РЕСТОРАННОГО ГОСПОДАРСТВА

The aim of the article was to clarify the definition of the essence of marketing communications management in the hotel and restaurant industry. The proposed goal was achieved by studying and systematizing the scientific achievements of researchers on the effective management of the communication process with customers through the rational use of marketing communications in the hotel and restaurant industry. Marketing communications management in the hotel and restaurant industry often focuses on the relationship between different marketing activities and different aspects of customer relationships. The article formulates conclusions and suggests directions for further research. As noted, existing research provides a solid theoretical basis for studying the multidimensional relationship between the enterprise and its customers. Marketing strategies are designed to develop customer relationships and ultimately the financial value of customers through their impact on customer acquisition, retention, expansion and churn. Marketing research in the hospitality industry has extensively studied the relationship between various marketing activities and specific aspects of customer relationships, such as customer loyalty and retention. However, there is a lack of research that comprehensively examines the relationship between customer relationship dimensions and managerial actions or customer lifetime value. Such research will help to develop more theoretical measures of the impact of marketing activities in the hotel and restaurant industry. The results of the study contribute to our understanding of the relationship between the consumer and the enterprise in the hospitality industry and create a basis for future strategic management regarding marketing research in the hospitality industry and customer relationships. Although the concept of customer relationships has existed for a long time, it has not been studied as a multidimensional construct. Hospitality researchers have tended to focus on measuring specific aspects of customer relationships, such as customer commitment or loyalty.

Marketing and Its Social Implications

Companies adopt marketing practices to delight their customers, develop customer relationships, and generate revenues and profits. However, sometimes, companies focus solely on their selfish motives of growth and prosperity forgetting about customer welfare and welfare of the society. Marketers are criticized for such practices and the negative impact created on the society. The practices include high prices of products, high distribution costs, high advertising and promotion costs, excessive mark-ups, deceptive practices, high-pressure selling, questionable products, planned obsolescence, and poor service to disadvantaged customers. Marketers are criticized for creating false wants and materialism, scarcity of social goods, and cultural pollution. They are accused of harming and reducing competition. In this age of social marketing, companies should consider societal concerns of various stakeholders and maintain a balance between their own objectives of generating revenues and profits and long-term societal requirements. This will help in sustaining the society.