뉴욕 매리어트 호텔에서 고객 충성도에 대한 고객 보상 프로그램 건물의 성공.
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목적비판적으로 뉴욕 매리어트 호텔에서 고객 충성도에 대한 건물 보상 프로그램의 성공적인 고객 관계 관리를 분석합니다.
목표
- 비판적으로 고객 관계 관리에 관한 문헌을 정확히 서비스 조직에서 사용하는것을 조사하였다.
- 매리어트 호텔 뉴욕시 구현된 고객 충성도 프로그램의 방법을 조사하였다.
- 설문 조사 및 메리어트 호텔에서 사용하는 고객 충성도 전략의 개발을 조사한다.
목차
THE SETTING FOR THE STUDY (BACKGROUND DETAIL) 3METHODOLOGY 8
Proposed study design 8
Secondary Research 11
Primary Research 12
Research Instruments 13
Sampling 15
Study Problems and Limitations 17
Proposed Time Frame 18
REFERENCES 21
APPENDIXⅠ 23
APPENDIX Ⅱ 24
본문내용
THE SETTING FOR THE STUDY (BACKGROUND DETAIL)The purpose of the research proposal is to conduct an investigation into the theories of the Customer Relationship Management and focus on the Customer Loyalty Program implemented at Marriott New York hotel. In hospitality industry, Marriott hotel operates the loyalty program which is the effectiveness strategy of C.R.M. Buttle (2004) explains that aim of Customer Relationship Management is goal to retain profitable customers thus the property is able to survive the long-term competition. Moreover, Payne (2006) has defined that C.R.M is one of vital marketing strategies which should be addressed to deal with profitable target market. Consequently, C.R.M brings the profits and builds the relationship with retainable customers. Once the organization achieves the certain number of retention guests, the organization is able to save their operation costs and create the sustainable loyalty program.
Previously, C.R.M has defined as one of the essential marketing strategies is to maintain retainable customers and reduce the costs in service industry. Kotler, Bowen, Makens (2003) has stated that maintaining retained customer is five times cheaper than attracting new customers thus the property is able to add more values for returning guest. In addition, controlling retention customers manages the operating business budget and keeping the level of the customer’s satisfaction values.
Afterwards, the hotel is able to build customer loyalty program based on C.R.M. Egan (2004) explains the loyalty program is not measurable before the
참고 자료
<www.hospitalityindustry.com/index.php/news/comments/lodging_development_group_reeases_2009_manhattan_lodging_report/> [last accessed on 25th of Feb] 2009 Awards and Recognition, Marriot report(2009) [internet]. Available from : <http://www.marriott.com/news/corporateProfile/awardsRecognition.mi> [last accessed on 27th of Feb]
Blaxter, L. Hughes, C. Tight, M. (2001) How to research. UK, Mc graw-hill education.
Buttle, F (2004) Customer Relationship Management, Concept and Tools. 1st ED.British.
Collis, J AND Hussey, R. (2009) Business Research.3rd edition, UK, PALGRAVE MACMILLAN.
Customer satisfaction: Applying concepts to industry –wide measures (2003) [internet]. Available from: <http://www.entrepreneur.com/tradejournals/article/113054399_3.html> [last accessed on 1st of March]
Egan, J. (2004) Relationship Marketing, Exploring Relational Strategies in Marketing. 2nd ED.England. Person Education.
Finn, M and Elliott-White, M and Walton, M. (2000) Tourism & Leisure Research Methods. England, Pearson Education Limited.
Flick, U. (2002) An introduction to Qualitative Research. London, 4th edition, London, SAGE Publication Ltd.
Gray, David E.(2009) Doing Research in the real world, 2nd edition, London, SAGE