CRM in the Latin American Tourism Industry Research Proposal by Nicky

This paper is a research proposal to examine the influence and contribution of customer relationship management on the tourist industry of Latin America.
# 145799 | 2,400 words | 20 sources | APA | 2010 | US

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The paper is a research proposal aimed at understanding the contributions that investments in customer relationship management (CRM) software make as it relates to the sustaining and strengthening of loyalty on the part of customers for Latin American tourism providers. Customer loyalty is crucial for the success of any business, yet it is tantamount in the area of tourism in Latin American nations. The creation and sustaining of customer loyalty over time in the Latin American tourism industry is measurable over time using the SERVQUAL research instrument and methodology . Applying SERVQUAL measures to Latin American's tourists experiences and propensity to become more loyal over time is the basis of the research effort proposed in this paper, with the measurement of social networking and Web 2.0 technologies' contribution to defining and executing effective marketing campaigns.

Problem Statement
Literature Review
The Rapidly Changing CRM Landscape
Defining CRM
Research Design
Expected Results of Research

From the Paper:

"This research effort seeks to create an equilibrium-based model that centers on the definition of value drivers (Richards, Jones, 2008) in CRM strategies specifically designed to create increased loyalty for Latin American tourism over the long-term using SERVQUAL (Carrillat, Jaramillo, Mulki, 2007) as the basis of the measurement and benchmarking. It is crucial for the study to seek to normalize performance and create a common baseline of performance across the CRM efforts of Latin American tourism providers so that the gap between CRM execution and needs for generating higher levels of loyalty be quantified and acted upon with subsequent strategies (Dimitriadis, Stevens, 2008). The need for an equilibrium-based model specifically to address how SERVQUAL can be used to create a baseline of service performance over time while taking into account the adoption of Web 2.0-CRM applications has the potential to significantly increase the effectiveness of Latin American tourism service providers' strategies over the long-term."

Sample of Sources Used:

  • Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. (accessed January 20, 2009).
  • Jeffrey G. Blodgett, Aysen Bakir, Gregory M. Rose. 2008. A test of the validity of Hofstede's cultural framework. The Journal of Consumer Marketing 25, no. 6 (September 20): 339-349. / (accessed January 22, 2009).
  • Francois A. Carrillat, Fernando Jaramillo, Jay P. Mulki. 2007. The validity of the SERVQUAL and SERVPERF scales :A meta-analytic view of 17 years of research across five continents. International Journal of Service Industry Management 18, no. 5 (October 20): 472-490. (accessed January 21, 2009).
  • Carr, Thomas A, Pederson, Heather L, Ramaswamy, Sunder. 1993. Rain forest entrepreneurs: Cashing in on conservation. Environment 35, no. 7 (September 1): 12. (accessed January 22, 2009).
  • Sergios Dimitriadis, Eric Stevens. 2008. Integrated customer relationship management for service activities :An internal/external gap model. Managing Service Quality 18, no. 5 (September 1): 496-511. (accessed January 21, 2009).

Cite this Research Proposal:

APA Format

CRM in the Latin American Tourism Industry (2010, November 28) Retrieved December 05, 2022, from

MLA Format

"CRM in the Latin American Tourism Industry" 28 November 2010. Web. 05 December. 2022. <>