Customer centricity philosophy puts the customers and not the products at the center of the firms’ concerns. Companies needs to fully commit to customer centricity at all levels from leadership, organization structure, processes and actual performances. This research investigates customer centricity in a services field that is the one of hospitality. Hotels can actually create and in some case co-create value by putting guests at the center of their daily operations. This is possible thanks to the advent of advanced CRM technologies which enables extreme services personalization and superior guest satisfaction. Thanks to a multiple cases study approach this research investigates four properties where and advanced CRM technology (i.e. hoxell.com) was installed. The systems allowed a complete shift in the firm culture impacting on average guests rating and on guest topics discussed within online reviews.

Technology Enabled Guest Centricity in Hospitality, 2019-07.

Technology Enabled Guest Centricity in Hospitality

De Carlo, Manuela;
2019-07-01

Abstract

Customer centricity philosophy puts the customers and not the products at the center of the firms’ concerns. Companies needs to fully commit to customer centricity at all levels from leadership, organization structure, processes and actual performances. This research investigates customer centricity in a services field that is the one of hospitality. Hotels can actually create and in some case co-create value by putting guests at the center of their daily operations. This is possible thanks to the advent of advanced CRM technologies which enables extreme services personalization and superior guest satisfaction. Thanks to a multiple cases study approach this research investigates four properties where and advanced CRM technology (i.e. hoxell.com) was installed. The systems allowed a complete shift in the firm culture impacting on average guests rating and on guest topics discussed within online reviews.
Inglese
lug-2019
Academy of Marketing Conference
52
London
2019
internazionale
su invito
Academy of Marketing Conference 2019: When you tire of marketing you tire of life: 52nd annual conference proceedengs, 2-4 July 2019
9
978-1-5272-4485-6
United Kingdom
London
Academy of Marketing
esperti anonimi
A stampa
Settore SECS-P/07 - Economia Aziendale
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/32887
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