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undergraduate thesis
Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje
2018. urn:nbn:hr:146:512082
Bilić, Ivan
VERN University

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Bilić, I. (2018). Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:512082

Bilić, Ivan. "Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje." Undergraduate thesis, VERN University , 2018. https://urn.nsk.hr/urn:nbn:hr:146:512082

Bilić, Ivan. "Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje." Undergraduate thesis, VERN University , 2018. https://urn.nsk.hr/urn:nbn:hr:146:512082

Bilić, I. (2018). 'Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje', Undergraduate thesis, VERN University , accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:146:512082

Bilić I. Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje [Undergraduate thesis]. Zagreb: VERN University ; 2018 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:146:512082

I. Bilić, "Upravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje", Undergraduate thesis, VERN University , Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:146:512082

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Metadata
TitleUpravljanje odnosima s klijentima u hotelijerstvu kao alat za brendiranje
Title (english)Customer relationship management in hotel industry
AuthorIvan Bilić
MentorAmelia Tomašević (mentor)
GranterVERN University
Zagreb
Defense date and country2018-03-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Suvremena hotelska poduzeća su suočena sa sve zaoštrenijom konkurencijom te je borba za zadržavanje postojećih kupaca postala ključan čimbenik u zadržavanju konkurentske prednosti hotelskih poduzeća. U istraživanju se analizira upravljanje odnosima s kupcima u hotelijerstvu. Cilj istraživanja je utvrditi koje su dobrobiti upravljanja odnosima s kupcima te kako primijeniti navedeni koncept u hotelijerstvu. U istraživanju su korišteni sekundarni izvori podataka. U istraživanju su predstavljene studije slučaja o primjeni upravljanja odnosima s kupcima u luksuznim hotelima Ritz-Carlton i Sheraton. Studije slučaja pokazuju kako je upravljanje odnosima s kupcima u navedenim hotelima rezultiralo razvojem individualnog marketinškog pristupa svakom pojedinom gostu i prilagodbom ponude specifičnim preferencijama gostiju. Preporuka je ne koristiti programe lojalnosti u luksuznim hotelima jer su orijentirani na cjenovne pogodnosti, a to može utjecati na gubitak svojstva ekskluzivnosti i elitizma luksuznih hotelskih brendova.
Abstract (english)
Contemporary hotel companies are faced with increasingly fierce competition. The struggle to retain existing customers has become a key factor in retaining the competitive advantage of hotel companies. The study analyzes customer relationship management in hotel industry. The aim of the research is to determine the benefits of customer relationship management and how to apply the concept in hotel industry. Secondary sources of data were used in the research. The study presents case studies on the application of customer relationship management in luxury hotels Ritz-Carlton and Sheraton. Case studies show that customer relationship management in these hotels has resulted in the development of individual marketing access to each individual guest and adjustment of the offer to specific customer preferences. It is a recommendation not to use loyalty programs in luxury hotels because they are price-oriented, which can affect the loss of exclusivity and elitism of luxury hotel brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:512082
Study programmeTitle: Tourism; specializations in: Tourism Management, Hotel Management
Course: Tourism Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-03-29 13:33:37