Dr. Aurora Garrido Moreno, Professor at the University of Malaga, a member of Innostrategy and collaborator in the research group GiEb (SEJ356), was awarded on Thursday June 10, 2010, the Extraordinary Doctoral Award in the Faculty of Economics and Business Administration, for his doctorate and Thesis entitled "The customer relationship management (CRM) and business strategy: developing a successful model and empirical analysis in the Spanish hotel sector." Thesis directed by Dr. Antonio Padilla Meléndez.
The doctoral thesis was defended on November 24, 2008, obtaining the qualification of Distinction Cum Laude.
The empirical study is based on the Doctoral Thesis that in turn is based on the analysis of a sample of 311 Spanish hotels of 3-5 star, who responded a web questionnaire in the first quarter of 2008. Regarding the implementation of strategies CRM (Customer Relationship Management), we observed that 49.2% of hotels surveyed said they were pursuing a strategy of this kind, there is still a degree of ignorance in the sector. It was also noted as hotels that had certain characteristics (high level, integration at a chain) showed a higher level of implementation of CRM, and found that hotels that were carrying out CRM initiatives recorded a higher level of orientation customer knowledge management than non-users.
Español
English