Peer Reviewed Journal via three different mandatory reviewing processes, since 2006, and, from September 2020, a fourth mandatory peer-editing has been added.
Since the entrance of strategies oriented to marketing relational
in Hotelier Sector, the traditional way of travel agents and other
representatives arranging hospitality services for hotel and
travel reservations has changed.
The strategies oriented to customer relationship management are
a relatively new area of specialty loyalty marketing in the hotel
and hotelier sector, with advancements being made constantly.
The use of this type of strategy can allow hoteliers or companies
to tailor special guest programs, services and promotions based
on hotel guest preferences. The hotel can use the data collected
in a program to identify the needs of particular customers across
hotel chains to be able to use marketing that can be targeted at
specific groups of people. It also gives hoteliers the opportunity
to evaluate frequent guest programs, personalize their services
and perform trend analysis.
A program based in marketing relational is typically run by
hotels and companies to collect guest information and
transaction data for use and examining to allow hoteliers to see
target groups that should be marketed too. Based on these
transactions hotels are able to create and manage guest loyalty
programs and reward schemes.
This research approach is to appraise the impact of
customer relationship management on customer profitability as
mediated by customer loyalty and customer retention within
the hotelier sector of Mexico, and specifically for those
hoteliers classified like of three stars. A sample of 100 hotels
three stars was interviewed as respondents in this study. The
objective of the study was to find the impact relationship
between effective customer relationship implementation,
customer loyalty, and customer retention and customer
profitability. The findings of the study add value to hotels three
stars in Mexico, and provide some invaluable statistical results
essential for hotel managers and owners to successfully enhance
customer loyalty, customer retention and customer profitability.
By applying a questionnaire that count with seven blocks
different one each other, the results of our study identified and
provide path analysis of the relevant systems; and enumerated
among the relevant system, those critical inter-component
relationships within this highly competitive industry. This
study’s findings add to the body of knowledge and enable the
managers of this sector to implement customer relationship
management in the best shape possible, to match it with
Mexican market-needs thereby creating more loyal and repeat
clientele.
