With the continuous growth of the hospitality industry in Singapore and the increasing interest in CRM, it is becoming more critical to ensure Singapore hotels have in place a best CRM practice to improve customer value and retention. The purpose of this study is to develop a best CRM practice for Singapore hotels. Four frameworks are discussed in the study with Buttle’s modified framework being the best suited because other models took on a more strategic CRM focus or focus their attention on the role of ICT. This framework provides a detailed value chain to understand the CRM practices at different operational level and activities. It also show how by getting all these activities together, a successful CRM practices is achievable. The best part of this framework is Buttle provides four supporting conditions to guide the CRM implementation at the property level.
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