Different authors have been investigating the essence of impersonal communication, and most of them express similar views on the subject. For example, according to Wright (1986), interpersonal communication as “involving only a few people, often similar to one another in important respects, known to a communicator whose messages are addressed to them privately and are constructed and conveyed directly rather than through the complex formal organization of mass media” (Wright 1986: 10). Rogers and Schoemaker (1971: 252) regard interpersonal communication as a “face-to-face exchange between two or more individuals”.
As other researches mark, the impersonal communication involves relations between the sender and receiver. However, there can be situations when impersonal communication does not require face-to-face communication because messages can be received through all kinds of devices, for example Internet like in the case of launching a hotel’s website. The task of communicating with the help of website is very challenging, and all of the issues need to be addressed carefully.
CRM technologies are particularly important for addressing in the development of the strategy of hotel websites.
The correct choice of technologies contributes to the success of the company as the relationship with customers gets stronger. “The objectives of the CRM process are to shape customers’ perceptions of the organization and its products through identifying customers, creating customer knowledge and building committed customer relationships. ” (Greco, Ragins 2003: 25). Strategies of companies in the hospitality industry are all consumer-oriented; therefore, it is very important to ensure the interaction with customers is developed on the highest level.
CRM can help in that greatly. Generally, CRM “is a business strategy that attempts to ensure every customer interaction (whether for sales or service) is appropriate, relevant, and consistent- regardless of the communication channel” (Khirallah 2000: 22). Interactions with customers of hotels can be efficiently optimized only through the use of CRM tools. “CRM is a core business strategy for managing and optimizing all customer interactions across an organization’s traditional and electronic interfaces” (Fournier 1998: 355).
Wise (1999) and Greco and Ragins (2003) mark that the communication with stakeholders of the hotels can be particularly effective through the well-established website. “An effective web site, for example, can help build relationships between an organization and its stakeholders” (Weiss 1999: 19). “Without a doubt, customers are the primary stakeholders of any organization. CRM can be used to gain clearer insight and more intimate understanding of customers’ buying behaviours, thus helping to build an effective competitive advantage. ” (Greco, Ragins 2003: 25).
Without the application of CRM technologies, many e-marketing strategies of hotels will be destined to fail in the market. Weiss (1999) argues that “CRM drives relationships and purchases (both online and off) and drives brand loyalty by fostering trust. ” (Weiss 1999: 19). Sowaiskie suggests that “CRM is driven by three factors:
Many companies in hospitality industry as well as in other industries have turned to this strategy. Creation and maintenance of successful relationship with customers is a very important task for organisations in hospitality sector at this point because competitors are offering many new services and companies with a large market share can lose some of their customers. CRM tools can protect market leaders from that.
Remember! This is just a sample.
You can get a custom paper by one of our expert writers.
Get your custom essay
Helping students since 2015
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download