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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
The effects of customer-centricity in hospitality
ترجمه فارسی عنوان مقاله:
تأثیرات محوریت مشتری در مهمان نوازی
منبع:
Sciencedirect - Elsevier - International Journal of Hospitality Management, 86 (2020) 102436. doi:10.1016/j.ijhm.2019.102436
نویسنده:
Alessandro Inversinia,*, Manuela De Carlob, Lorenzo Masieroc
چکیده انگلیسی:
Hospitality is a field in which guests’ specific needs and wants should always be given serious consideration by
hoteliers. Putting the guest at the centre of all business efforts contributes to generating customer value and
enhancing a firm’s competitiveness. Being customer-centric is paramount for hospitality establishments to create
and sustain superior customer value. However, there is scant evidence in hospitality marketing literature of a
clear understanding of the customer-centricity concept or of the possible effects of its implementation. Using a
mixed-methods multiple case study approach, this research studies two different properties that, to some extent,
are already engaged in customer-centricity practices through the use of advanced Customer Relationship
Manager software. Results clearly show an increase in customer ratings, leading to possible profit implications; a
cultural shift within the organizations studied connected with the customer-centricity phenomenon has also been
reported.
Keywords: Customer centricity | Competitiveness | Consumer value | CRM | Hoxell
قیمت: رایگان
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