Customer relationship management and communication in sustainable hotel practice

Stránka jednoduchej položky
dc.contributor.authorŠebová, Ľubica
dc.contributor.authorMarčeková, Radka
dc.contributor.authorAlbertová, Alica
dc.contributor.authorChovanová, Klára
dc.contributor.authorŠvec, Adrián
dc.date.accessioned2026-08-07T06:18:55Z
dc.date.available2026-08-07T06:18:55Z
dc.date.issued2026
dc.descriptionIn: 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.
dc.description.abstractThis 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.
dc.description.sponsorshipKEGA 022EU-4/2026 Procesný manažment v cestovnom ruchu - nový predmet študijného programu
dc.identifier.doihttps://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.7
dc.identifier.issn1338-130X
dc.identifier.urihttps://repo.umb.sk/handle/123456789/1544
dc.language.isoen
dc.publisherUniverzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
dc.rightsCC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectriadenie vzťahov so zákazníkmi
dc.subjectcustomer relationship management
dc.subjectCRM
dc.subjectspokojnosť zákazníkov
dc.subjectcustomer satisfaction
dc.subjecthotelový manažment
dc.subjecthotel management
dc.subjectmarketingová komunikácia
dc.subjectcommunication in marketing
dc.subjectmarketing communication
dc.subjectudržateľnosť
dc.subjecttrvalá udržateľnosť
dc.subjectsustainability
dc.titleCustomer relationship management and communication in sustainable hotel practice
dc.typeArticle
dc.typeinfo:eu-repo/semantics/article

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