Customer relationship management and communication in sustainable hotel practice
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Dátum
2026
Názov časopisu
ISSN časopisu
Názov zväzku
Vydavateľ
Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
ISBN
ISSN
1338-130X
Abstrakt
This study explores how hotels in Slovakia use Customer Relationship Management (CRM) as a communication-driven strategy to build and maintain guest relationships. CRM is examined as a framework that integrates multiple communication channels and touchpoints to enhance guest satisfaction, foster loyalty, and contribute to the long-term sustainable performance of hotel enterprises. Four hypotheses were formulated regarding hotel customer orientation, communication channels, influencing factors and barriers to CRM implementation. These hypotheses were tested using data from an online questionnaire survey completed by hotels in Slovakia. Results show that hotel classification and size, especially the number of employees, significantly affect the scope of CRM communication activities. Financial constraints emerged as a key barrier. The findings provide valuable insights into how communication practices within CRM frameworks can be benchmarked across the hospitality sector to support more sustainable business operations.
Popis
In: Communication today : scientific journal of the Faculty of Mass Media Communication at the University Ss. Cyril and Methodius in Trnava. Trnava : Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie, 2026. ISSN 1338-130X. Vol. 17, no. 1 (2026), pp. 106-121.
Kľúčové slová
riadenie vzťahov so zákazníkmi, customer relationship management, CRM, spokojnosť zákazníkov, customer satisfaction, hotelový manažment, hotel management, marketingová komunikácia, communication in marketing, marketing communication, udržateľnosť, trvalá udržateľnosť, sustainability
Výstup z projektu
KEGA 022EU-4/2026 Procesný manažment v cestovnom ruchu - nový predmet študijného programu
Citácia
Práva a licenčné podmienky
CC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess