Title Marketing odnosa u hotelskoj industriji Title (english) Customer Relationship Marketing in Hotel Industry Author Mihaela Pavlina Mentor Vesna Vrtiprah (mentor)Committee member Ivona Vrdoljak Raguž (predsjednik povjerenstva)Committee member Marija Dragičević (član povjerenstva)Granter University of Dubrovnik Defense date and country 2020-09-28, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Želje i potrebe današnjih klijenata su mnogobrojne, mijenjaju se sukladno s trendovima, kako bi hotelsko poduzeće na najbolji mogući način ostvarilo želje i potrebe svojih klijenata nužno je ulagati napore u marketing odnosa. Predmet rada je istražiti razloge, načine i prednosti uvođenja marketinga odnosa u hotelsku industriju, a cilj rada je istražiti zašto je marketing odnosa toliko bitan u svijetu u kojem danas živimo, te kako i na koji način odnosi s klijentima mogu poboljšati poslovanje hotelskog poduzeća.
Marketing odnosa uključuje stvaranje, održavanje i učvršćivanje snažnih odnosa s klijentima, te je orijentiran prema dugotrajnom. Cilj marketinga odnosa je isporučiti klijentima dugotrajnu vrijednost, a mjera uspjeha dugotrajno je zadovoljstvo klijenata. Zadovoljan klijent može postati lojalan klijent, a lojalnost se očituje u ponovljenoj kupnji proizvoda. Lojalni klijenti promiču ugled hotelskog poduzeća i privlače druge potrošače. Osim marketinga odnosa, veliku ulogu u skupljanju i obrađivanju podataka klijenata ima CRM (engl. Customer Relationship Management). CRM predstavlja upravljačku filozofiju koja kombinira marketing, poslovnu strategiju te informacijsku tehnologiju da bi se bolje razumjelo klijente. U traženju odgovora kako od potrošača stvoriti lojalnog klijenta poduzeća su razvila programe učestale kupnje, odnosno programe nadgrađivanja. Programi lojalnosti predstavljaju marketinšku strategiju koja je osmišljena s ciljem da privuče potrošače i iste pretvori u odane klijente. Poznate hotelske kompanije poput Hilton Hotels & Resorts i Marriott International svoje su programe lojalnosti toliko usavršili da se njihovim vjernim klijentima ne isplati kupovati konkurentske proizvode zbog niza pogodnosti koje im članstvo nudi.
Jedna od vodećih hotelskih grupacija u Hrvatskoj Valamar Riviera d.d. također je u svojim hotelima, kampovima i ljetovalištima uspješno implementirala marketing odnosa. Prema godišnjem integriranom izvješću Valamar Riviere d.d. broj korisnika njihovog programa lojalnosti se povećao, broji 198 820 članova, bilježe stopu povrata gostiju od 23%, te u svojoj bazi podataka obrađuju i analiziraju podatke 984 433 gostiju, s gostima direktno komuniciraju putem newslettera i Customer Relationship kampanje.
Abstract (english) The wishes and needs of today's clients are numerous, they change according to the trends, in order for the hotel company to realize the wishes and needs of its clients in the best possible way, it is necessary to invest its efforts in relationship marketing. The subject of the paper is to explore the reasons, ways and advantages of introducing relationship marketing in the hotel industry, and the aim of the paper is to explore why relationship marketing is so important in the world we live in today, how and in which way customer relationships can improve hotel business.
Relationship marketing involves creating, maintaining and consolidating strong customer relationships, and is oriented towards the long-term. The goal of relationship marketing is to deliver long-term value to customers, and the measure of success is long-term customer satisfaction. A satisfied customer can become a loyal customer, and loyalty is manifested in repeated product purchases. Loyal customers promote the reputation of the hotel company and attract other consumers. In addition to relationship marketing, CRM (Customer Relationship Management) plays a major role in collecting and processing customer data. CRM is a management philosophy that combines marketing, business strategy and information technology to better understand customers.
In search of answers on how to turn a consumer into a loyal customer, companies have developed frequent purchase programs, i.e. reward programs. Loyalty programs are a marketing strategy designed to attract consumers and turn them into loyal customers. Well-known hotel companies such as Hilton Hotels & Resorts and Marriott International have perfected their loyalty programs so much that it does not pay for their loyal customers to buy competing products due to the range of benefits that the membership offers them.
One of the leading hotel groups in Croatia, Valamar Riviera d.d. has also successfully implemented relationship marketing in its hotels, campsites and resorts. According to the annual integrated report of Valamar Riviera d.d. the number of members of their loyalty program has increased to 198,820 members, recording a guest return rate of 23%, and in their database is processing and analyzing data of 984,433 guests, communicating with guests directly through newsletters and Customer Relationship campaigns.
Keywords
marketing odnosa
CRM
lojalnost
Valamar Riviera d.d.
Keywords (english)
relationship marketing
CRM
loyalty
Valamar Riviera d.d
Language croatian URN:NBN urn:nbn:hr:155:011816 Study programme Title: Hospitality, restaurant business and gastronomy Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Public note 4116 Created on 2020-10-07 09:12:13
