search query: @indexterm HOSPITAL MANAGEMENT / total: 364
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| Author: | Geddie, M. W. DeFranco, A. L. Geddie, M. F. |
| Title: | From Guanxi to Customer Relationship Marketing: How the Constructs of Guanxi Can Strengthen CRM in the Hospitality Industry |
| Journal: | Journal of Travel & Tourism Marketing
2003 : VOL. 13:3, p. 19-34 |
| Index terms: | CUSTOMERS RELATIONSHIP MARKETING NETWORKS HOSPITAL MANAGEMENT |
| Language: | eng |
| Abstract: | Business today has recognized the cost advantages of customer retention. In reaction to decades of industrialization and mass production, the pendulum has slowly swung hack toward more one-to-one customer relations and mass customization. One-to-one personal attention and relationship building is widely perceived as a desirable method for increasing customer loyalty. Such concepts, however, are not new. Over thousands of years, the Chinese have been practicing "Guanxi," which Davies (1995) defines as the social interaction within a networked group where repeated favor exchanges ensure a measure of trust among the participants of this network. The constructs of Guanxi, namely bonding, trust, empathy, and reciprocity, can be combined with customer relationship marketing (CRM). |
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