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Customer Relationship Management in Tourism in the Digitalization Process: The Case of Turkey

Customer Relationship Management in Tourism in the Digitalization Process: The Case of Turkey
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Author(s): İsmail Çalık (Gumushane University, Turkey)
Copyright: 2022
Pages: 24
Source title: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
Source Author(s)/Editor(s): Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal & and CEFAGE, University of Évora, Portugal)and Miguel Belo (Lisbon University, Portugal & Portuguese National Funding Agency for Science, Research, and Technology, Portugal)
DOI: 10.4018/978-1-7998-8306-7.ch010

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Abstract

Thischapter aimed to explicate CRM concept along with its distinct dimensions. Following the explanation of the denotation, evolution, and types of the CRM concept, the benefits of CRM, success factors, and possible causes for downfall are discussed. Another section of the chapter considers the role and evolution of CRM in the digitization process. This part introduces the reader to the concepts of E-CRM and SCRM that arose during the process, as well as the success conditions and essential aspects of these approaches. This section examines the relationship between customer satisfaction and loyalty in the tourism sector, the impact of CRM on business performance, and CRM applications in the context of destination management. In the last part, CRM practices and approaches in Turkey were discussed in terms of destination management and tourism businesses, and some applications and modules employed in the digitalization process are included.

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