CRS&Smgt-260214.pdf - PONDICHERRY UNIVERSITY(A Central University DIRECTORATE OF DISTANCE EDUCATION Customer Relationship and Services Management

CRS&Smgt-260214.pdf - PONDICHERRY UNIVERSITY(A Central...

This preview shows page 1 - 7 out of 302 pages.

PONDICHERRY UNIVERSITY (A Central University) DIRECTORATE OF DISTANCE EDUCATION Customer Relationship and Services Management Paper Code : MBTM 4004 MBA - TOURISM IV - Semester
Image of page 1
Author Dr. Anu Chandran Asst. Professor Department of Tourism Studies Pondicherry University Puducherry. All Rights Reserved For Private Circulation Only ISBN w978-93-81932-26-1
Image of page 2
TABLE OF CONTENTS UNIT LESSON TITLE PAGE NO. I 1.1 Customer Relationship Management in Tourism 3 1.2 Customer Acquisition, Retention, Loyalty 17 1.3 Customer Profitability and Value Modelling 30 1.4 Customer Satisfaction Measurement, Feedback and Service Recovery 38 II 2.1 Customer Data- Processing, Management and Applications 55 2.2 Data Warehousing and Data Mining 70 2.3 Data Analysis in CRM- Perspectives and Methodologies 83 III 3.1 Marketing of Services 95 IV 4.1 Tourism as a Major Component of the Service Sector 129 4.2 Service Design and Development 186 4.3 Technology as an enabler of service 206 V 5.1 Service Delivery 223 5.2 Service Quality Gaps – Types And Causes 242 5.3 Measuring And Improving Service Quality 263 5.4 Strategies to Resolve Service Quality Gaps 286
Image of page 3
Image of page 4
1 MBA (Tourism) – IV Semester Paper Code: MBTM 4004 Paper-XIX Customer Relationship and Services Management Objectives To understand the nuances of customer relationship management; To familiarize with the issues of service management and global context; and To be able to manage a market oriented service organization. Unit - I Customer Relationship Management in Tourism – Customer Acquisition and Retention – Customer Loyalty - Customer Profitability and value Modeling – Customer Satisfaction Measurement - Customer Feedback and Service Recovery. Unit - II Managing and Sharing Customer data - Customer Information Databases – Ethics and Legalities of data use – Data Warehousing and Data Mining – Data Analysis – Market Basket Analysis (MBA) – Click Stream Analysis - Personalization and Collaborative Filtering. Unit - III Marketing of Services – Tourism as a Service - Characteristics of Services – Classification of Services – Building Service Aspirations - Consumer Behaviour in Service Encounters. Unit - IV Tourism as a major component of Service Sector – Service Design and Development – Technology as an enabler of Service - Service Development and Design, Using Technology as an enabler of Service.
Image of page 5
2 Unit - V Service Delivery – Types and Causes of Service Quality Gaps – Measuring and Improving service Quality - Strategies to resolve the gaps. Text Books 1. Christopher Lovelock & Jochen Wirtz (2004), SERVICES MARKETING, Pearson Education, Delhi. 2. Gilmore (2004), SERVICES MARKETING AND MANAGEMENT, Response Books, New Delhi. References 1. Andry Silmore (2001), Services MARKETING & MANAGEMENT, SAGe Publications, Delhi. 2. Iqbal S. Sachdeva (2009), P UBLIC RELATIONS PRINCIPLES AND Pr actices, Oxford Uni., Delhi .
Image of page 6
Image of page 7

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture