The Contribution of CRM to Sales Performance in the Hotel Business

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Focusing on the hospitality industry, the dissertation explores the critical role of communication in Customer Relationship Management (CRM) and its impact on customer loyalty. It evaluates the effectiveness of direct marketing channels, specifically email and postal mail, and their frequency on the repurchase behavior of hotel customers. Key questions addressed include the significance of direct communication in CRM, the effects of on- and offline messaging on customer loyalty, and whether communication enhances the purchasing frequency of existing customers.