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PONDICHERRY UNIVERSITY(A Central University)DIRECTORATE OF DISTANCE EDUCATIONCustomer Relationship and Services ManagementPaper Code : MBTM 4004MBA - TOURISMIV - Semester
AuthorDr. Anu ChandranAsst. ProfessorDepartment of Tourism StudiesPondicherry UniversityPuducherry.All Rights ReservedFor Private Circulation OnlyISBN w978-93-81932-26-1
TABLE OF CONTENTSUNITLESSONTITLEPAGE NO.I1.1Customer Relationship Management in Tourism31.2Customer Acquisition, Retention, Loyalty171.3Customer Profitability and Value Modelling301.4Customer Satisfaction Measurement, Feedback and Service Recovery38II2.1Customer Data- Processing, Management and Applications552.2Data Warehousing and Data Mining702.3Data Analysis in CRM- Perspectives and Methodologies83III3.1Marketing of Services95IV4.1Tourism as a Major Component of the Service Sector1294.2Service Design and Development1864.3Technology as an enabler of service206V5.1Service Delivery2235.2Service Quality Gaps – Types And Causes2425.3Measuring And Improving Service Quality2635.4Strategies to Resolve Service Quality Gaps286
1MBA (Tourism) – IV Semester Paper Code: MBTM 4004Paper-XIXCustomer Relationship and Services ManagementObjectives ➢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.
2Unit - 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), ServicesMARKETING & MANAGEMENT, SAGe Publications, Delhi. 2. IqbalS. Sachdeva (2009), PUBLIC RELATIONS PRINCIPLES AND Practices, Oxford Uni., Delhi.