Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel
In recent decades, many organisations and marketers have recognized the need to effectively retain existing customers and personalize preferences. Customer Relationship Management has largely emerged as a reaction to the mass standardization of products and service to personalization of preferences,...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20270/ |
| _version_ | 1848792047150956544 |
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| author | Bajaj, Raghbir Singh |
| author_facet | Bajaj, Raghbir Singh |
| author_sort | Bajaj, Raghbir Singh |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | In recent decades, many organisations and marketers have recognized the need to effectively retain existing customers and personalize preferences. Customer Relationship Management has largely emerged as a reaction to the mass standardization of products and service to personalization of preferences, partly fuelled by the realization that customer needs have to be fulfilled in a more personalized way than was previously thought.
Current literature examines Customer Relationship Management from a Business-to-Consumer perspective, with little attention being paid to the Customer-to-Business perspective (Law, Lau and Wong, 2003). The purpose of this dissertation is to examine CRM from a customers perspective, looking into the various spheres of customer retention, profitability, and service excellence, along with various critical factors required for success. The focal area of this dissertation will evaluate the CRM within the business-to-consumer environment in a service sector organisation, more specifically how useful CRM is in forging and shaping the relationship with customers through consistency and adopting a customer-centric approach. |
| first_indexed | 2025-11-14T18:38:11Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-20270 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:38:11Z |
| publishDate | 2006 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-202702018-01-05T17:04:57Z https://eprints.nottingham.ac.uk/20270/ Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel Bajaj, Raghbir Singh In recent decades, many organisations and marketers have recognized the need to effectively retain existing customers and personalize preferences. Customer Relationship Management has largely emerged as a reaction to the mass standardization of products and service to personalization of preferences, partly fuelled by the realization that customer needs have to be fulfilled in a more personalized way than was previously thought. Current literature examines Customer Relationship Management from a Business-to-Consumer perspective, with little attention being paid to the Customer-to-Business perspective (Law, Lau and Wong, 2003). The purpose of this dissertation is to examine CRM from a customers perspective, looking into the various spheres of customer retention, profitability, and service excellence, along with various critical factors required for success. The focal area of this dissertation will evaluate the CRM within the business-to-consumer environment in a service sector organisation, more specifically how useful CRM is in forging and shaping the relationship with customers through consistency and adopting a customer-centric approach. 2006 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/20270/1/06MAlixrsb.pdf Bajaj, Raghbir Singh (2006) Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel. [Dissertation (University of Nottingham only)] (Unpublished) Customer Relationship Management |
| spellingShingle | Customer Relationship Management Bajaj, Raghbir Singh Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title | Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title_full | Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title_fullStr | Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title_full_unstemmed | Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title_short | Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel |
| title_sort | customer relationship management: a case study of the ritz-carlton hotel |
| topic | Customer Relationship Management |
| url | https://eprints.nottingham.ac.uk/20270/ |