인터넷을 이용한 호텔관계마케팅 연구

다국어 초록 (Multilingual Abstract)

This paper study is about current use of the Internet as a relationship marketing tool on the hotel industry. The objective of Hotel as call Internet, is relationship marketing tools which is five step customer retention: ① Identify customer through database ②Improve and make the product(service) more attractive ③ Inform to build customer`s knowledge ④ Tempt customers to purchase more regularly, try different products ⑤ Retain the customer by developing different forms of loyalty The Internet research identified the current use of the following mechanisms: information, reservation, loyalty programme, newsletter, special gestures, feedback, customer service, public relations, value-added service, employee web site, channel member, and customised research. Both relationship marketing and the Internet combined together present a powerful competitive advantage for hotel at a time when there is increasing competition over a reduced customer base.