호텔기업에서 고객중심의 gCRM모델 적용방안에 관한 연구

• 영문명: Application of Customer-Oriented gCRM Model in Hotel Enterprise: The Case of Tourist Hotels in a Local Metropolis
• 발행기관: 한국관광학회
• 저자명: 우찬복
• 간행물 정보: 『관광학연구』제30권 제1호, 91~108쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

Today, customer-oriented marketing techniques in hotel management is receiving attentions more than ever. The customer relationship management (CRM) is one of such techniques that under the understanding customer needs leverages the knowledge to improve a company's profitability. CRM is a kind of data mining method that takes advantage of customer database and geographical database that relies on geographical information system(GIS). This paper is intended to investigate customer-oriented marketing strategy of CRM and gCRM system in which two ideals of CRM and GIS are incorporated. Applied to data of 17 tourist hotels in Gwangju Metropolis, the approach is implemented by what he calls 'hotel geographical information system'(HGIS).

목차

I. 서론

II. 연구의 이론적 배경

III. 호텔의 고객중심 gCRM 시스템 모형

IV. 결론

참고문헌

키워드

고객관계관리 호텔기업 지리적 고객관계관리 지리정보시스템 공간데이터 속성데이터