Guest relationship management principles as a reference point for building your brand : the case of a hospitality group' s brand building process
Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.4, No.3, 2009, pages 15-34
Issue:
Pages:
15-34
Section Title:
Research papers
Abstract:
The objective of this paper was to gain insight into the delimitation of ‘brandterritory’ and ‘relationship territory’, in these territories’ interdependencies aswell as relevant managerial attitudes and perceptions. Full support for thisresearch was gained from a Dutch hospitality group which recently hadformulated its new brand strategy and which was on the verge of entering into arapid expansion track. Over a period of three years desk research, surveys and indepthinterviews created a clear picture of the process of brand building inpractice. A striking outcome of the executed research was that most hospitalitymanagers of the studied company were not aware of the differences between therelationship management and the brand management processes. By following astakeholder approach, authors revealed a range of perspectives on GuestRelationship Management (GRM) that can enhance the probability of a successfuloutcome of the brand building process.
Subject:
Subject (LC):
Keywords:
brand building process, customer relationship management, organizational change, stakeholders, perspectives
Notes:
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