Promotion of Hospitality Service by Visitors Relationship Management in Indian Hotel Industry & its Analysis by Seven Ps of Service Marketing Mix
affiliation not provided to SSRN
Prasanta Kumar Padhy
Berhampur University, India
May 1, 2010
4th International Conference on Management, 2010
A firm or an industry can make use of other forms of communication and promotion besides advertising. The most important objective for these complementary promotional activity is to identify and approach prospective customers with a promotional message as precisely as possible. So we can say “Visitors Relationship Management” could maximize customer’s loyalty with various “touch points” to individual customer. A touch point is any occasion on which a customer encounters the brand and product from actual experience to personal or mass communication to casual observations. In hotel industry, the touch points may be reservation, check-in and check-out, frequent stay programmes, room service, business service, laundry service, restaurants and bars etc. Some time the touch points like customer billing and reception service etc. which we least expect may make any difficulty. Here the question may arise, Can the hotel industry promote its service with the use of Visitors Relationship Management (VRM). Since the hotel industries are the part of service, VRM analysis has been presented by using seven P’s of service marketing mix.
Number of Pages in PDF File: 13
Keywords: VRM,CRM, Touch Points, Promotion, 7 Ps, Hotel IndustryAccepted Paper Series
Date posted: May 1, 2010
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