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IT SYSTEMS IN CRM AND E - CRM USING IN HOTELS INDUSTRY

K. Sambronska, J. Mitrikova

First published: 2019https://doi.org/10.5593/SWS.ISCSS.2019.2/S04.025View metrics

Abstract

Every business subject strives to achieve the highest possible prosperity and profitability of its business in connection with the fulfillment of its business mission and achievement of the set strategic goals. Successful sales of products and services to customers are a prerequisite for achieving the set goals. Customers are one of the key to future business development, so it is very important for enterprises to pay attention to customer relationship management. Customer Relationship Management is a process of interaction between a business and its customers that aims to meet customersВ’ needs and build a long-term partnership. This partnership will bring prosperity and profit to both parties. At the same time, it serves as input for analyzing customer buying behavior. Customer Relationship Management has evolved directly from relationship marketing. Customer Relationship Management has many similarities with it. In contrast to relationship marketing, Customer Relationship Management is confined to customerВ’s relationship development and can also be seen as an integrated part of relationship marketing. Effective processing of customer information cannot function properly without well-designed information systems. These are mainly in electronic form at present. In particular, the information system contains various software programs, providing work with information databases in today's understanding. Basic components of modern CRM systems include Data Warehouse, Online Analytical Processing (OLAP), Data Mining and Web Mining. CRM has been used in the hotel industry today. The main aim of the study is to recognize the status of CRM implementation in selected Slovak hotels, to find out about this marketing tool and the extent of using this strategic concept in hotels.

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Publication details

Title
IT SYSTEMS IN CRM AND E - CRM USING IN HOTELS INDUSTRY
Authors
K. Sambronska, J. Mitrikova
Proceedings
6th SWS International Scientific Conference on Social Sciences ISCSS 2019
Publisher
STEF92 Technology
Year
2019
Pages
195-202
SWS Citekey
Sambronska20194195202
ISSN
2682-9959
ISBN
978-619-7408-92-8
Language
en
Publication type
Proceedings Paper
Keywords
CRMIT TechnologySatisfactionServices
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