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Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels (CROSBI ID 233179)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Laškarin, Marina ; Galičić, Vlado Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels // International Journal of Social, Education, Economics and Management Engineering, 9 (2015), 5; 1653-1657

Podaci o odgovornosti

Laškarin, Marina ; Galičić, Vlado

engleski

Impact of Electronic Guest Relationship Management (e- GRM) on Brand Loyalty: The Case of Croatian Hotels

Quick adoption of e-business and emerging influence of “Electronic Word of Mouth e-WOM” communication on guests made leading hotel brands successful examples of electronic guest relationship management. Main reasons behind such success are well established procedures in collection, analysis and usage of highly valuable data available on the Internet, generated through some form of e-GRM programme. E-GRM is more than just a technology solution. It’s a system which balance respective guest demands, hotel technological capabilities and organizational culture of employees, discharging the universal approach in guest relations “same for all”. The purpose of this research derives from the necessity of determining the importance of monitoring and applying e-WOM communication as one of the methods used in managing guest relations. This paper analyses and compares different hotelier’s opinions on e-WOM communication.

Brand loyalty ; e-WOM communication ; GRM programmes.

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Podaci o izdanju

9 (5)

2015.

1653-1657

objavljeno

1307-6892

Povezanost rada

Ekonomija

Poveznice