Client relationship of hotel industry in Thailand.

Abstract

Client relationship marketing (RM) is a marketing approach that widely gain more interest from marketer and apply to today’s business as well as in hotel sector. For hotel business staffs need to build up a relationship for their first time guest, and maintaining a relationship with their returning guests. This issue is incredibly important to hotel business because it is a service based business which need to impress guest’s before, during, and after their stay with the hotel. Nevertheless, the right activities and strategies that hotel staffs use should be proper and apply in order to build and maintain a good relationship with guests. Moreover, it can give many positive benefits for hotel. As a result, each department has different ways to build and maintain relationship. It is various activities and strategies use to satisfy guests, and also help to prevent dissatisfaction through a good relationship among two parties such as call guest by name, extra mind, loyalty program offered by hotel, and quick response to guests. All of these activities help to support and maintain a good relationship for hotel business. This study proposed a framework of client relationship development process during each stage of relationship for hotel business. Through in-depth interview shows that there are many activities and strategies that hotel’s operator and staffs can use to develop relationship with guests. This is to help to be a step ahead of their competitors in term of service and intangible benefits that guests will get from staying in the hotel.