PONDICHERRY UNIVERSITY
(A Central University)
DIRECTORATE OF DISTANCE EDUCATION
Customer Relationship and Services
Management
Paper Code : MBTM 4004
MBA - TOURISM
IV - Semester
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
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
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.
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
.
