Research Paper from the year 2010 in the subject Hotel Industry /
Catering, grade: A, University of Brighton (School of Service
Management), course: Contemporary Issues in International
Hospitality, language: English, abstract: The purpose of this paper
is to initiate a discussion on the feasibility of customer-centric
revenue management CCRM] in the hotel industry. Therefore, the
requirements of this practice will be analysed to define
subsequently implementation strategies, which are based on a
framework of customer loyalty and profitability. Further, these
implementation strategies will be used to analyse the execution of
CCRM in a casino resort hotel. The paper will conclude with a
discussion on the feasibility of CCRM by summarizing implementation
challenges and by assessing its potential effect on customers'
perception of fairness in revenue management.
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