Applications of Customer Relationship Marketing in the UK Hospitality Industry

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Author(s): Geoff Lancaster (London School of Commerce, UK)and Diana Luck (London Metropolitan University, UK)
Copyright: 2012
Pages: 22
Source title: Successful Customer Relationship Management Programs and Technologies: Issues and Trends
Source Author(s)/Editor(s): Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-0288-5.ch014

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Business

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Abstract

This paper aims to research the hospitality industry to gauge dimensions of Customer Relationship Management (CRM) that resonate with guests and employees. An uncovering of perceptual differences of hotel guests and employees was sought to assess its application within the London hotel industry and to investigate CRM as an emerging concept. The global hotel market contains many brands and partnerships, and CRM is significant, because differentiation becomes easier for those with potential to develop long-term customer relationships. Despite being differentiated by star ratings, most hotels in London offer similar core products and services. In this regard, development of relationships with customers can be considered emphatic to the London hotel industry. Methodologically, triangulation of data and theories was used in this paper to investigate staff and customers. A standardised questionnaire gauged elements regarded as being part CRM with the objective to assess differential CRM perceptions and their relevancy to the hotel industry in contemporary terms. Findings suggest CRM become an integral part of a hotel’s offerings and operations.

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