{"_buckets": {"deposit": "776beff0-1d72-465e-ad17-d1f6f042b6ac"}, "_deposit": {"created_by": 20, "id": "8778", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8778"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008778"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "A Study on Customer Relationship Management (CRM) of Hotels in Yangon", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "Customer relationship management (CRM) is a widely applicable business strategy for managing a company’s interaction with customers, clients and sales prospects. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. This study concerns CRM strategies conducted by 3-star and above hotels in Yangon. The main purposes of the study are to examine the correlations of CRM four dimensions and customer satisfaction, and CRM four dimensions and customer retention. The study also aims to analyse the relationship between customer satisfaction and retention, customer satisfaction and hotel performance, and retention and performance of hotels in Yangon.\nThis study is based on the CRM four dimensions: customer orientation, organizing around CRM, managing customer knowledge, and IT dimension for analysing CRM of Myanmar hotels. The study found that the usage levels of CRM strategies are different according to ownership types of hotels: FDI and domestic hotels. It is found that customer satisfaction on physical decoration is the highest level in FDI hotels while customer satisfaction on various services is the highest level in domestic hotels. Satisfaction on providing special services is lowest level in both types of hotels.\nThe study also found that all CRM dimensions are positively correlated with customer satisfaction in both types of hotels. “Customer orientation” and “Organizing CRM” dimensions are directly correlated with customer satisfaction and “Managing customer knowledge” and “IT” dimensions are weakly correlated with customer satisfaction in FDI hotels. In domestic hotels, “Managing customer knowledge”, and “IT” dimensions are directly correlated with customer satisfaction, but “Customer orientation” and “Organizing around CRM” are weakly correlated with customer satisfaction.\nIt is found that all CRM dimensions except IT dimension are almost not correlated with customer retention but “IT dimension” is negatively correlated with customer retention. Other dimensions are positively correlated with customer retention in FDI hotels. In domestic hotels, all CRM dimensions except “Organizing dimension” are positively correlated with customer retention but “Organizing dimension” is negatively correlated with customer retention. “Customer orientation” and “IT” dimensions are\nii\nweakly correlated with customer retention while “Managing customer knowledge” dimension is directly correlated with customer retention.\nThe study found that there are positive correlation of customer satisfaction and customer retention in both FDI and domestic hotels in Yangon. It also found that customer satisfaction and retention are positively correlated with hotel performance in both types of hotels. It also found that customer satisfaction and retention are directly correlated with hotel performance in domestic hotels while there is weak relationship between customer satisfaction and hotel performance, and also customer retention and hotel performance in FDI hotels.\nTo successfully implement CRM, Myanmar hotels are required to apply the combination of CRM four dimensions: customer orientation, organizing, managing customer knowledge, and IT dimension in implementation of CRM."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-03-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Khine Mar Hlaing PhD.pdf", "filesize": [{"value": "1.4 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1400000.0, "url": {"url": "https://meral.edu.mm/record/8778/files/Khine Mar Hlaing PhD.pdf"}, "version_id": "462ee629-a6cb-4d23-bc1d-7f77cde02f1c"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Professor Daw Yee Yee Than"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Khine Mar Hlaing"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2014-06-01"}, "item_title": "A Study on Customer Relationship Management (CRM) of Hotels in Yangon", "item_type_id": "21", "owner": "20", "path": ["1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8778", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-03-06"}, "publish_date": "2023-03-06", "publish_status": "0", "recid": "8778", "relation": {}, "relation_version_is_last": true, "title": ["A Study on Customer Relationship Management (CRM) of Hotels in Yangon"], "weko_shared_id": -1}