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Chapter 1
Overview of Research

Overview of Research研究概述

1.1简介
“没有客户，没有生意 - 没有生意，没有工作！”（大卫·福特，1988年）
客户关系管理是近年来管理界的一个热门话题。根据当前的经济发展和人民生活水平的提高，使得企业的管理模式已不能满足消费者的多样化和个性化的需求。因此，客户关系管理已经成为企业关注的领域。许多传统企业的销售，市场营销，客户服务和技术支持部门是独立和垂直的。各部门之间的沟通障碍，客户关系管理可以解决上述问题。
1.1 Introduction
“No customers, no business – no business, no job!” (David Ford, 1988)
Customer Relationship Management is a hot topic in management circles in recent years. According to the current economic development and improvement of people's living standards, Makes the enterprise management mode cannot satisfy the consumers of diversification and personalized needs. Therefore, customer relationship management has become the corporate areas of concern. Many of the traditional enterprise sales, Marketing, customer service and technical support departments are independent and vertical. Barriers of communication between various departments, customer relationship management can solve the above problems.

Conclusion

This chapter outlines all the methods and processes that I used for collecting and analyzing data in order to achieve the study’s objectives. A number of research tools were considered before carrying out the research for this dissertation. Both interviews and questionnaires were the two main tools considered for this study.

Contents
Chapter 1: Overview of research
1.1 Introduction----------------------------------------------------------04
1.2 Research objectives-------------------------------------------------04
Chapter 2: Literature review
2.1 Customer relationship management--------------------------06-07
2.2 Customer satisfaction, customer loyalty and business performance------------------------------------------------------07-09
2.3 Customer Lifetime Value (CLV)-----------------------------------09
2.4 Hotel Customer Relationship Management ------------------10
3 Chapter 3: Methodology
3.1 Research Methodology & rationale------------------------------12
3.2 Detailed Research design--------------------------------------12-13
3.3 Data analysis methods -----------------------------------------13-14
3.4 Questionnaire----------------------------------------------------14-15
3.5 Interview-------------------------------------------------------------15
Chapter 4: Conclusion--------------------------------------15
Chapter 5: Bibliography-------------------------------17-20
Appendices:
Appendix: Manager Interview questions----------------21-24

Bibliography

Bejou, D., Ennuw, C. and Palmer, A., (1998), “Trust, ethics and relationship satisfaction”, Journalof Bank Marketing 16(4), pp 170.

Bennett, R. (1996), “Relationship formation and governance in consumer markets: transactional analysis versus the behaviourist approach”, Journal of Marketing Management, 12(12), pp. 417-436.

Bhote, K.R (1996), “Beyond Customer Satisfaction to Customer Loyalty”, New York: AMA Management Briefing

Bowen, J., Shoemaker, S. (1998), “Loyalty: a strategic commitment”, Cornell H.R.A. Quarterly, 2, pp.12-25.

Buttle, F. (2004), Customer Relationship Management: concepts and tools, Oxford: Elsevier Butterworth-Heinema