CUSTOMER RELATIONSHIP MANAGEMENT IN BUSINESS-TO-BUSINESS MARKETING: EXAMPLE OF TOURISM SECTOR

Geo Journal of Tourism and Geosites

article

Demet TUZUNKAN¹ 

[1] Woosong University - SIHOM Department

关键词: Business to Business Marketing;    Customer Relationship Management;    B2B;    Tourism;    CRM;   

DOI  :  10.30892/gtg.22204-291

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

The aim of this study is to demonstrate how customer relationship management systems are implemented in tourism companies that do business-tobusiness marketing. The study firstly tries to explain the concepts of business-tobusiness marketing and customer relations management. The existence and implementation of customer relationship management systems, particularly in business-oriented organizations, is crucial in order to make a difference in the globalizing world where competition conditions are gradually increasing. In order to achieve this, it has been evaluated how the customer relationship management systems are formed, how they are implemented, and what advantages they provide by conducting interviews with the employees in the companies that are business-tobusiness marketing in tourism sector and business areas. In methodology, semistructured interview technique has been used which enables qualitative data collection as a method in order to reach the goal of the study. As a result of the interviews and research, it has been established that customer relations management in B2B tourism companies is quite vital to be more productive, work efficiently, support marketing activities considerably and therefore increase the sales volume.

【 授权许可】

CC BY-NC-ND