Determinants, Advantages and Threats Resulting from Application of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland

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Authors
Michalska-Dudek, Izabela
Rapacz, Andrzej
Date
2013
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Abstract
In this paper, there are presented both the essence of the relationship marketing concept and the characteristics of CRM class systems, as well as basic advantages and threats resulting from their implementation. There are also described results of the questionnaire survey, which estimated the awareness and level of application of marketing relationship concept and CRM technology in functioning of travel offices in Poland. Conducted survey results allowed for an assessment of the crucial component of the study becomes an identification of benefits and concerns related to implementing these solutions by travel offices.
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Keywords
travel office    CRM system    relationship marketing
Citation
Michalska-Dudek I., Rapacz A., Determinants, Advantages and Threats Resulting from Application of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland, Management 2013, vol 17 No 2, pp.190-204
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https://depot.ceon.pl/handle/123456789/3090
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Artykuły / Articles