The Hotel CRM Effect Evaluation Based On The Customer Perspective

Customer Relationship Management (CRM), is a collective reflection of the "customer -oriented" operation concept. It is a result of increasingly intensified market competition and more individualized customer demands. It is one kind unifies of the information technology and management, marketing, is for the purpose of new management mechanism which improves the relationship between the enterprise and the customer, including a series of software, hardware, staff--training and process transformation and so on.In this paper, the main objective is research the efficacy of the hotel CRM. Based on the literature review of CRM, related the hotel industry application of"customer relationship management", from the core of CRM--"customers" perspective, extracted four key perspectives: customer knowledge, customer interaction, customer response and customer value realization, in the four key perspectives, under sub-indicators were designed, reflect the effect that customer relation manages under various perspectives. Construct a hotel CRM "customer management" effective evaluation system, and by AHP establish indicators of hotel "customer management" effects of weight, further proposed a hotel customer relations management evaluate model.Hotels can use this indicator system evaluate the results of CRM implement. By evaluation found CRM implementation problems and shortcomings then timely feedback, point out the direction for the hotel to improve customer relationship management, also prove some guidance and reference for the hotel specific CRM practice. The article finally has analyzed this research insufficiency, has brought forward suggestion to the further research.