Rasheed, Oluwadamilare (2016) An investigation into the Implementation of Social Customer Relationship Management in the Dublin Hotel Industry. Masters thesis, Dublin, National College of Ireland.
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The tourism industry in Ireland generated 7.3 billion euros for the economy in 2015 and it accounts for 11% of Ireland’s total employment. Dublin hotels have grown in the past couple of years which has brought Dublin into the top 10 cities with good revenue per room which shows that the city represents a good value for people travelling around Europe. The growth of the hotel industry in Dublin isn’t stopping there because there are additional 5,000 rooms or 30 new hotels to be developed within 5 years in the city and while the development is underway, the industry have to depend on the use of Social Customer Relationship Management to stay relevant in other to continue developing and challenging other European cities.
The purpose of this dissertation is to investigate the implementation of Social Customer Relationship Management in the Dublin Hotel industry, key areas that the research explore were social media, customer relationship management and social customer relationship management. These areas were important because they represent value to the industry.
The research also includes interview from chosen hotels in the Dublin area and interviews from independent digital marketers in order to gain valuable insight into the investigation.
The hotels that participated in this research were all based in different areas in Dublin, ranging from 2-stars to 4-stars hotel. The investigation will examine how they convert social media customers into paying customers, how they measure social media effectiveness, how social media contributes to their hotel goals and their challenges and benefits in implementing of social customer relationship management. In addition to interviewing hotels, the research opts to interview people working in digital marketing too for a more profound understanding of the research.
The researcher has chosen qualitative methods of researching and exploratory in nature. Here, the researcher utilised a well-structured interview where probing was only done during an interview when interviewees give answers that the researcher isn’t familiar.
The final result of this research should be able to provide future researchers a starting point on their research.
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