Matches in SemOpenAlex for { <https://semopenalex.org/work/W2477262133> ?p ?o ?g. }
Showing items 1 to 67 of
67
with 100 items per page.
- W2477262133 abstract "The paper focuses on the effect of communication on the sales performance within CRM. The paper uses the hotel business as an example to evaluate if communication within Customer Relationship Management creates loyalty measured by the re-purchase behavior of existing hotel guests. The re-purchase behavior is regarded in the paper as the final outcome of loyalty. The research evaluates the reaction of message receivers who are already customers, which means the receivers know the advertised products and services. Therefore the author assumed that learning effects are not necessary within CRM which leads to the conclusion that an advertising response function for the communication with existing customers should be concave instead of s-shaped. S-shaped response functions are used in many articles to describe the effects of marketing actions.To prove the hypothesis the author conducted a quantitative research over a time period of 4.5 years where all marketing and booking transactions of four hotels in Germany were monitored. Due to the fact that hotels are characterized by moderate marketing budgets and brand awareness levels the result of the research should be applicable especially for small and medium enterprises (SME?s).The data analysis approved a direct correlation between communication and the sales performance of the hotels. For the first time it was possible to define a response function for CRM, which is a concave increasing function. This new knowledge should stimulate manager to adapt their existing communication strategy and should be used as a basis for further research." @default.
- W2477262133 created "2016-08-23" @default.
- W2477262133 creator A5081258764 @default.
- W2477262133 date "2014-05-01" @default.
- W2477262133 modified "2023-09-27" @default.
- W2477262133 title "The Development of a Response-Function for Customer Relationship Marketing" @default.
- W2477262133 hasPublicationYear "2014" @default.
- W2477262133 type Work @default.
- W2477262133 sameAs 2477262133 @default.
- W2477262133 citedByCount "0" @default.
- W2477262133 crossrefType "posted-content" @default.
- W2477262133 hasAuthorship W2477262133A5081258764 @default.
- W2477262133 hasConcept C112698675 @default.
- W2477262133 hasConcept C14036430 @default.
- W2477262133 hasConcept C140781008 @default.
- W2477262133 hasConcept C144133560 @default.
- W2477262133 hasConcept C146897074 @default.
- W2477262133 hasConcept C162853370 @default.
- W2477262133 hasConcept C192975520 @default.
- W2477262133 hasConcept C2776967331 @default.
- W2477262133 hasConcept C2780378061 @default.
- W2477262133 hasConcept C2992496598 @default.
- W2477262133 hasConcept C54649085 @default.
- W2477262133 hasConcept C78458016 @default.
- W2477262133 hasConcept C86803240 @default.
- W2477262133 hasConcept C98825075 @default.
- W2477262133 hasConceptScore W2477262133C112698675 @default.
- W2477262133 hasConceptScore W2477262133C14036430 @default.
- W2477262133 hasConceptScore W2477262133C140781008 @default.
- W2477262133 hasConceptScore W2477262133C144133560 @default.
- W2477262133 hasConceptScore W2477262133C146897074 @default.
- W2477262133 hasConceptScore W2477262133C162853370 @default.
- W2477262133 hasConceptScore W2477262133C192975520 @default.
- W2477262133 hasConceptScore W2477262133C2776967331 @default.
- W2477262133 hasConceptScore W2477262133C2780378061 @default.
- W2477262133 hasConceptScore W2477262133C2992496598 @default.
- W2477262133 hasConceptScore W2477262133C54649085 @default.
- W2477262133 hasConceptScore W2477262133C78458016 @default.
- W2477262133 hasConceptScore W2477262133C86803240 @default.
- W2477262133 hasConceptScore W2477262133C98825075 @default.
- W2477262133 hasLocation W24772621331 @default.
- W2477262133 hasOpenAccess W2477262133 @default.
- W2477262133 hasPrimaryLocation W24772621331 @default.
- W2477262133 hasRelatedWork W1594727214 @default.
- W2477262133 hasRelatedWork W1826221715 @default.
- W2477262133 hasRelatedWork W1830292115 @default.
- W2477262133 hasRelatedWork W1987750904 @default.
- W2477262133 hasRelatedWork W2055413543 @default.
- W2477262133 hasRelatedWork W2082222565 @default.
- W2477262133 hasRelatedWork W2160931361 @default.
- W2477262133 hasRelatedWork W2184711231 @default.
- W2477262133 hasRelatedWork W2210843676 @default.
- W2477262133 hasRelatedWork W2222091878 @default.
- W2477262133 hasRelatedWork W2309718481 @default.
- W2477262133 hasRelatedWork W2593232977 @default.
- W2477262133 hasRelatedWork W2789628908 @default.
- W2477262133 hasRelatedWork W2887990793 @default.
- W2477262133 hasRelatedWork W2954646122 @default.
- W2477262133 hasRelatedWork W403799720 @default.
- W2477262133 hasRelatedWork W828207685 @default.
- W2477262133 hasRelatedWork W17414486 @default.
- W2477262133 hasRelatedWork W2186243008 @default.
- W2477262133 hasRelatedWork W6672151 @default.
- W2477262133 isParatext "false" @default.
- W2477262133 isRetracted "false" @default.
- W2477262133 magId "2477262133" @default.
- W2477262133 workType "article" @default.