Pregled bibliografske jedinice broj: 246817
A marketing Approach to Creating Clients in Tourism and the Hotel Industry
A marketing Approach to Creating Clients in Tourism and the Hotel Industry // Tourism & Hospitality Industry 2006: New Trends in Tourism and Hospitality Management Opatija / Ivanović, Zoran (ur.).
Opatija: Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2006. str. 558-572 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 246817 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
A marketing Approach to Creating Clients in Tourism and the Hotel Industry
Autori
Meler, Marcel
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Tourism & Hospitality Industry 2006: New Trends in Tourism and Hospitality Management Opatija
/ Ivanović, Zoran - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2006, 558-572
Skup
18th Biennial International Congress: Tourism & Hospitality Industry 2006: New Trends in Tourism and Hospitality Management
Mjesto i datum
Opatija, Hrvatska, 03.05.2006
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
client; customer; customer loyalty; customer relationship management; tourism
Sažetak
Used in a narrower sense than the term “ customer” , the term “ client” generally refers to a physical or legal person engaged, for instance, with a company in an ongoing business relationship, generally in which the company is personally familiar with the physical or legal person. Where the buyer/customer may remain anonymous to the company, the client cannot. Where the buyer/customer is treated as a part of a multitude or a larger segment, the client is treated on a one-to-one basis. In Croatia, however, it is not possible to speak of clients in this sense in the majority of economic branches, including tourism and the hotel industry, due to objective reasons. Instead, we can only speak of customers in the broadest meaning of the word. Conceptually an offshoot of an older marketing “ movement” , that is, relationship marketing, CRM (customer relationship management) incorporates the instruments of electronic business to reinforce customer relations, improve customer services, and reduce the costs of retaining customers, thus increasing profitability – all in the sense of the saying “ customer once, client forever” . This paper attempts to suggest how this could be achieved in tourism and the hotel industry.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
