Pregled bibliografske jedinice broj: 251172
Developing of Customer Relationship Management in the Croatian Tourism Industry
Developing of Customer Relationship Management in the Croatian Tourism Industry // 3^rd International Conference. An Enterprise Odyssey: Integration of Disintegration / Galetić, Lovorka (ur.).
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu, 2006. str. 1152-1161 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Developing of Customer Relationship Management in the Croatian Tourism Industry
Autori
Dukić, Branimir ; Meler, Marcel
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
3^rd International Conference. An Enterprise Odyssey: Integration of Disintegration
/ Galetić, Lovorka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2006, 1152-1161
Skup
3^rd International Conference. An Enterprise Odyssey: Integration of Disintegration
Mjesto i datum
Zagreb, Hrvatska, 15.06.2006. - 17.06.2006
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
customer relationship management; database; marketing; tourism industry
Sažetak
Digital technology has fostered significant advances in the sphere of social activities by ensuring information superiority to those economic agents that rationally employ the technology's potential. Customer relationship management (CRM) is an area where the effects of information superiority are evident through deductive processes in which concern for the customer is transferred from the group to the individual. Individualisation and personalisation, which result from CRM, provide for qualitative improvements in building a marketing information system that must be capable of securing a high level of competitiveness through business decision-making. The research and conceptual development of CRM are aimed at securing the competitive ability of Croatia's overall tourism offer by providing information superiority with special focus on retaining the current customers of the country's tourist product. In this paper, a conceptual model of CRM in the Croatian tourism industry is used to explore organisational aspects and define the basic range of data and the ways data are recorded, processed and distributed in carrying out marketing and management activities. In actuality, the conceptual model should present a basis for building and implementing concrete CRM systems in large hotel systems, as well as in small, single tourist facilities.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
