Purpose:To determine how a customer-oriented firm uses information systems to affect customer relationship management (CRM) profitability.Summary:Customer relationship management (CRM) may help a business to understand the implied requirements of its customers. CRM has been widely regarded as a company activity related to developing and retaining customers through increased satisfaction and loyalty. IT-based CRM systems have been applied in many industry sectors. The study presents how IT provides continuous improvement in customer relations in hotel organizations. (61 refs.)
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