Customer relationship management strategies of selected resorts in Cavite during Covid-19 pandemic / Rangie O. Espejon, John Reynel G. Nocon, and Maria Justine N. Pelecia.
Material type:
TextPublisher: Rosario, Cavite : Cavite State University-CCAT Campus, 2022Description: xiii, 70 leaves : illustrations ; 28 cmSubject(s): Customer Relationship Management (CRM) | Social media | Covid-19 pandemic | Customer relationship | Management strategies | Descriptive correlational | ResortsLOC classification: UM HF 5415.5 | E87 2022Summary: Espejon, Rangie O., Nocon, John Reynel G., and Pelecia, Maria Justine N, Customer Relationship Management Strategies of selected Resorts in Cavite during COVID-19 pandemic. Marketing Research, Bachelor of Science in Business Management Major in Marketing Management. Cavite State University Cavite College of Arts and Trades Campus. Rosario, Cavite. January 2022. Adviser: Xavier Lawrence D. Mendoza. MBA, Technical Critic: John Leo-vy P. Villa, MM
Customer relationship management can be used not just to build relationships with customer but consistently acquire, retain, and create extra value for customers, even when a crisis like the COVID-19 pandemic has occurred. The main objective of the study was to determine the customer relationship management strategies of selected resorts in Cavite during COVID-19 pandemic. It used descriptive and correlational design to conduct and determine the objectives of this study. The researchers utilized self-constructed survey questionnaire that was answered by 20 resorts in Dasmariñas City, General Trias City, Naic, and Tanza. The result revealed that most of the respondents had operated their resorts for quite some time, mostly on sole proprietorship type of ownership, and had small number of employees. It also found that the social media network was dominated by acquiring potential customers. The marketing incentives were most used in retaining the customers. Lastly, nearly all of the respondents utilized multiple channel supports in creating extra value for customers, Considerably, there is no significant relationship between the company profile of selected resorts in Cavite and the perceived effectiveness of their customer relationship management strategies. The study concluded that most prevalent customer relationship management strategies of selected resorts in Cavite were social media in terms of customer acquisition, marketing incentives in terms of customer retention, and multiple channel supports in terms of customer expansion. The researchers recommend that relevant enterprises should adapt new digital technologies, conduct research and understand the customers by collecting their feedback that can be used to enhance their services offered.
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Thesis/Manuscripts/Dissertations
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Cavite State University - CCAT Campus | Thesis/Manuscript/Dissertation | TH | UM HF 5415.5 E87 2022 (Browse shelf) | 1 | Available | T0005412 |
An Undergraduate Thesis (BSBM)--Cavite State University-CCAT Campus, 2022.
Includes bibliographical references and appendices.
Espejon, Rangie O., Nocon, John Reynel G., and Pelecia, Maria Justine N, Customer Relationship Management Strategies of selected Resorts in Cavite during COVID-19 pandemic. Marketing Research, Bachelor of Science in Business Management Major in Marketing Management. Cavite State University Cavite College of Arts and Trades Campus. Rosario, Cavite. January 2022. Adviser: Xavier Lawrence D. Mendoza. MBA, Technical Critic: John Leo-vy P. Villa, MM
Customer relationship management can be used not just to build relationships with customer but consistently acquire, retain, and create extra value for customers, even when a crisis like the COVID-19 pandemic has occurred. The main objective of the study was to determine the customer relationship management strategies of selected resorts in Cavite during COVID-19 pandemic. It used descriptive and correlational design to conduct and determine the objectives of this study. The researchers utilized self-constructed survey questionnaire that was answered by 20 resorts in Dasmariñas City, General Trias City, Naic, and Tanza. The result revealed that most of the respondents had operated their resorts for quite some time, mostly on sole proprietorship type of ownership, and had small number of employees. It also found that the social media network was dominated by acquiring potential customers. The marketing incentives were most used in retaining the customers. Lastly, nearly all of the respondents utilized multiple channel supports in creating extra value for customers, Considerably, there is no significant relationship between the company profile of selected resorts in Cavite and the perceived effectiveness of their customer relationship management strategies. The study concluded that most prevalent customer relationship management strategies of selected resorts in Cavite were social media in terms of customer acquisition, marketing incentives in terms of customer retention, and multiple channel supports in terms of customer expansion. The researchers recommend that relevant enterprises should adapt new digital technologies, conduct research and understand the customers by collecting their feedback that can be used to enhance their services offered.
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