| CODE | TTC5014 | |||||||||
| TITLE | Customer Relationship Management | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| MQF LEVEL | 7 | |||||||||
| ECTS CREDITS | 5 | |||||||||
| DEPARTMENT | Tourism Management | |||||||||
| DESCRIPTION | The provision of a high quality service for a memorable tourism experience is created out through the formation of a sound customer relationship. This study unit will provide a general awareness of perspectives on quality and a detailed understanding of the nature and management of service quality in a tourism and hospitality context. Study-Unit Aims: The unit examines the issue of service quality in travel and tourism, bringing together perspectives from marketing, human resource management and operations management to examine and evaluate approaches to the delivery of high quality service. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • Critically review and interpret the theoretical aspects of CRM across the main areas of sales, services and marketing; • Develop a conceptual understanding and the knowledge pertaining to practical application of critical skills necessary for building and managing partnering relationships with customers and suppliers; • Investigate, analyse, demonstrate and present the salient aspects of a CRM implementation or CRM innovation in a work-related environment; • Identify gaps and constraints between desired quality and actual service being delivered/customer satisfaction; • Assess the use of ICT and its impact on management, marketing and distribution systems for tourism and travel; • Persuasively advocate professional judgments and recommendations in both written and oral form to a variety of specialist and non-specialist audiences; • Effectively conduct customer profiling and segmentation. 2. Skills: By the end of the study-unit the student will be able to: • Apply effective communication skills ranging from face-to-face encounters to e-media; • Plan and execute self-management in terms of time, planning and behaviour, motivation, self-starting, individual initiative and enterprise; • Satisfactorily conduct research employing theoretical and empirical analysis. Main Text/s and any supplementary readings: Main Texts: - Molina-Azorín, J.F. Tarí J.J., Pereira-Moliner, J., Lopez-Gamero, M.D. & Pertusa-Ortega, E.M. (2015). The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management 50, pp. 41-54. - Zeithaml, V.A., Parasuraman, A., & Berry, L.L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York: Free Press. Online Sources: - Beaujean, M., J. Davidson, & Madge, S. (2006). The ‘moment of truth’ in customer service. www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service - Ebrahimpour, A. & Haghkhah, A. (2010). The Role of Service Quality in Development of Tourism Industry. http://dx.doi.org/10.2139/ssrn.1668453. - Kapiki, S. (2012) Quality management in tourism and hospitality: An exploratory study among tourism stakeholders. www.academia.edu/1160667/Quality_Management_in_Tourism_and_Hospitality_an_Exploratory_Study_among_Tourism_Stakeholders Various Journals and papers recommended by lecturers. |
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| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Marie Avellino Dane Munro |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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