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Integrating Organisational Change Management And Customer Relationship Management In A Casino, Charlie Chi Cong Mai, Chad Perry, Erwin Loh
Integrating Organisational Change Management And Customer Relationship Management In A Casino, Charlie Chi Cong Mai, Chad Perry, Erwin Loh
UNLV Gaming Research & Review Journal
This research aims to solve the problem: how can casinos manage organizational change programs, and internal and external customer relationship management (CRM) programs? To find a solution, it uses two stages of qualitative methods: convergent interviewing and case research about four departments of a casino in Australia. After a thorough data analysis of documents and interview data, 12 themes were identified and they led to the development of a model of how organizational change management and CRM can be integrated to improve initiatives in organisations such as casinos. The model has seven core elements: vision, key challenge, objective, measure, strategy, …