What Is The Relationship Between Internal And External Customer Strategy

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With the fluctuation in the market changing structure, customer preferences and demands, it requires the hospitality sector to perform well, particularly in creating innovative hospitality experience and achieving sustainability. There has no doubt about that most of contemporary studies and frameworks focus on how to support the hospitality sector to achieve the excellent customer experience through understanding customer characters. Customer relationship management and e-customer relationship management strategies are defined as success factors supporting the company to gain long-term success in line with customer’s perceived expectations. The essay will discuss two key factors enabling to understand customer characters that can help the…show more content…
In this case, a comprehensive CRM which contains a collection of components, for example customer service including faxback, customer comment cards and FAQ; loyalty and reward programmes and customization and community building is recommended as the tool for creating integrated customer communication channel. On another hand, Puccinelli et al (2009, p. 24) conducted a study concentrating on the importance of the relationship between internal and external customer communication strategy. Apparently, internal customer strategy is important when it creates internal service quality and impacts on external service quality. According to Ruby, Gillian and Qimei (2011, p. 398), CRM is highly dependent on staff attitudes which drive commitment and performance. Thus, success on the external market requires the company to gain success in motivating and increasing internal…show more content…
310). Those are “always directed towards his or her own benefits” and sometimes produce fruitful result for the organization (Kasim and Minai 2009, p. 299). However, the long-term sustainability is the combination of personal and organizational benefits and the evaluation of the morality in decision should be considered. According to this, most decisions should concern about ethical areas to set boundaries for words and actions. It means that “decisions on ethics are necessarily limited to actions and words” (Fan and Ku 2010, p. 209). Some researchers also identified that ethical considerations in decision making process sometimes conflict with economic choices or strategies (Fan and Ku 2010, p.
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