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

Autori
Laškarin, Marina ; Galičić, Vlado

Izvornik
International Journal of Economics and Management Engineering (1307-6892) 9 (2015), 5; 1653-1657

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Brand loyalty ; e-WOM communication ; GRM programmes.

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA