Electronic Customer Relationship Management (CRM)

Paper Summary:

This paper is an in-depth analysis of the advent of electronic customer relations management (e-CRM). It looks at the early developments in the field, how this has expanded, paying particular attention to the hotel industry. It looks at both the pluses and minuses of the e-CRM system, and some of the different types of software that are available. It also looks at which areas of the hotel industry e-CRM has had the most impact.

From the Paper:

"The Internet Age has created an environment in which the needs of the individual are of paramount importance: Not only has the accessibility of the Internet created conditions in which customers have access to service and products over a 24-hour period, this type of environment has also affected the perceptions of the individual in terms of external customer service relations. At a general level, the introduction of the Internet created an environment in which the consumer was able to get increased customer care and was able to research products and product development. This in turn increased customer awareness, which finally affected their purchasing decisions."

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