Citas bibligráficas
Castillo, A., Alcántara, K. (2023). Ventajas y desventajas de la Gestión de Relaciones con el Cliente en el sector hotelero [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668583
Castillo, A., Alcántara, K. Ventajas y desventajas de la Gestión de Relaciones con el Cliente en el sector hotelero [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/668583
@misc{renati/1294615,
title = "Ventajas y desventajas de la Gestión de Relaciones con el Cliente en el sector hotelero",
author = "Alcántara Alfaro, Kyara Pamela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Globalization has contributed to the expansion of the hospitality sector, developing a more competitive market and new consumer preferences. Therefore, hotels have implemented tools, strategies and technologies that allow them to meet the needs, preferences and expectations of their guests, one of these tools being Customer Relationship Management. Therefore, the purpose of this research is to identify the advantages and disadvantages of applying Customer Relationship Management in the hotel sector, for which the methodology of literature review with an integrative approach has been used. The research found that the main advantages of applying CRM in hotels are related to guest satisfaction and loyalty and increased hotel productivity and profitability, since the information obtained by CRM software enables the development of effective marketing campaigns and improved guest service and support, which enhances the guest experience and impacts guest satisfaction and loyalty, which consequently increases the hotel's daily occupancy and revenue. On the other hand, the main disadvantages are related to the high cost of implementing the system and the difficulty in the process of adapting workers to the system and the new culture. Finally, it is suggested to investigate the use of big data and how it benefits CRM technology and investigate the reasons why still some executives are not completely convinced about adopting CRM.
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