Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel
Bajaj, Raghbir Singh (2006) Customer Relationship Management: A Case Study of the Ritz-Carlton Hotel. [Dissertation (University of Nottingham only)] (Unpublished)
In recent decades, many organisations and marketers have recognized the need to effectively retain existing customers and personalize preferences. Customer Relationship Management has largely emerged as a reaction to the mass standardization of products and service to personalization of preferences, partly fuelled by the realization that customer needs have to be fulfilled in a more personalized way than was previously thought.
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