Author:

Dagmara STEFAŃSKA

Europejski Niezależny Instytut Globalnych Myśli Autokreatywnych

Dagmara BUBEL

email: dag.s@onet.pl

Czestochowa University of Technology

Abstract

Nowadays, customers are recognized to be a valuable factor as far as company management with the power to change its short-term and long-term polices and strategies. Therefore, in today’s highly competitive environment, understanding the customer and building the relationship based on loyalty with the customer is the main business objective. CRM is one of marketing tools that may enable the company to manage the customer relationship in an organized way. The aim of the study was to investigate the impact of CRM conditions on customer allegiance in the hostel business.

Keywords

CRM, customer relationship management, customer retention, marketing strategies, relationship marketing, customer loyalty, hostel

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