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Customer Relationship Management (Crm) Of Hotels In The Context Of Variety-Seeking Behaviour (Vsb), Maduka Udunuwara
Customer Relationship Management (Crm) Of Hotels In The Context Of Variety-Seeking Behaviour (Vsb), Maduka Udunuwara
Theses: Doctorates and Masters
This study combined two significant areas in marketing, customer relationship management (CRM) and variety-seeking behaviour (VSB), which are paradoxical constructs due to their contradictory intentions. While organisations implement various customer relationship management practices with an intention of retaining customers and generating loyalty, a preference for variety-seeking behaviour can make customers switch. This study investigated the impact of variety-seeking behaviour on generating outcomes of customer relationship management practices in the hotel context, by focusing exclusively on leisure travellers.
Even though customer relationship management is widely adopted in the hotel domain, much of its discussions are on implementation related aspects, rather than …