Customer Relationship Management in Asia/Pacific Cruise Industry

Liu, Xiao Meng (2006) Customer Relationship Management in Asia/Pacific Cruise Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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This study has demonstrated Customer Relationship Management (CRM) in the cruise industry is vital for its long-term success. The globalization of business has directly influenced the overall business strategy of cruise companies worldwide. Many cruise companies are consolidating into a few large corporations through merger and acquisition. These big cruise companies are extending their businesses to every corner of the world, with increasing bigger ships providing high volume passenger capacity. This has greatly changed the landscape and market competition in the cruise industry.

Within an increasingly competitive business environment, it is increasingly crucial for cruise companies to understand their clientele needs and expectations in order to be successful. Cruise companies realized valued customer retention and cultivation of customer-centric organization are keys to build up market share. Success in high customer retention provides enormous saving on new customer acquisition. Cruise companies can deploy remaining resources to enhance customer satisfaction, improve operational efficiency and advancing brand awareness, these in turn pull in more new customers to increase the revenue and profits.

Using qualitative interview methodology, the research shows that current CRM strategies employed in the cruise industry are mainly focusing on personalized relationship marketing and customer based marketing in developing loyal customer base. CRM initiatives use modern communication technologies, powerful computer solutions and advance IT to increase services satisfaction and operational efficiency in all customer touch points. Cruise Loyalty Program, Call Centre Management, Database Management, Sales and Services, distribution channels and IT support are important areas of current CRM strategies in the cruise industry.

It concludes that CRM strategies are transforming cruise lines from a product-centric to a customer-centric culture. Customer acquisition, customer enhancement and customer retention become the overall objectives adopted by the cruise lines. This paradigm shift requires CRM initiatives focus squarely on satisfying product and services delivery, resulting in lower customer defection rate, better customer services, targeted marketing campaigns to thrive in the highly competitive cruise industry.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 30 Nov 2006
Last Modified: 28 Sep 2016 17:44

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