The role of IT and new technologies in promoting hotel services
|
|
- Damian Porter
- 8 years ago
- Views:
Transcription
1 The role of IT and new technologies in promoting hotel services Konstantinos Marinakos¹, Dimitrios Laloumis 2, Varvaresos Stelios 3 ¹Faculty of Social Sciences, Hellenic Open University, mark@tri.forthnet.gr 2 Tourism and Hospitality Management, TEI of Athens, Greece 3 Tourism and Hospitality Management, TEI of Athens, Greece Key words: internet, hotel services, electronic marketing, sales Abstract This article examines the role played by the Internet as a means of promoting and marketing hotel products and services, using the hotels in the Attica region of Greece as a sample area. The benefits that hotel enterprises hope to gain by using the various capabilities offered by the Internet are also examined. According to the results of this survey, websites, , search engines and social media are all tools which the study participants mostly use to promote their hotel enterprise on the Internet, with the aim of marketing their services and increasing sales. Nevertheless, despite the importance that the respondents appear to ascribe to online marketing and the social media, the level of Internet-derived sales is not satisfactory. Consequently, the enterprises must develop relevant online marketing policies in order to convert visits to websites, search engines and social media into sales of the products and services they are promoting. Introduction The rate at which the Internet has gained a leading role in everyday life over the last few decades is impressive. In developed countries, the Internet is now used on a daily basis by all age groups and socio-economic classes (Middleton, et.al 2009). In a period intensely marked by consumerism, and given the ease with which the majority of the population worldwide has direct access to a considerable volume of information, the use of the Internet is essential in all sectors of the economy (Kotler et.al 1998),The field of tourism and hotel services, which is an extremely competitive sector, is most certainly no exception. Literature Review Since the mid 1990s, the Internet has proven to be a particularly useful tool for businesses and the development of their activities (Veisi, et.al, 2007). Initially, the new technologies were used internally to facilitate intra-company communication and information. Their use then expanded to communication between enterprises and their partners and recently, with the proliferation of the Internet, between enterprises and their end-recipients - their customers (Tull & Hawkins, 1993., Silk, et.al 2001). Specific to the tourism sector, the immediate distribution of timely and useful information in real time to the appropriate buyer in the appropriate manner can make a critical difference and improve the competitiveness of the respective tourism enterprise (Booms & Bitner,1981.,Churchill, 1992).
2 The role of IT and new technologies in promoting hotel services The development of the Internet's potential and the demands of Internet users led to the emergence of new forms of online marketing and to the improvement of already existing ones (Barker & Gronne, 1996., Hoffman & Novak 2000., Kotler, & Armstrong 1995., Morrison, 1996). Each form of online marketing (websites, advertising banners, text links, buttons, pop-up ads, ) presents different characteristics and offers differing capabilities with respect to how it approaches the public, its selectivity, its interactivity, its efficiency and its cost. Each one of these, either separately or in combination, can provide an effective promotional plan (Uppgren, 1995., Rowley,.2001.,Lin & Huang, 2006., Bennett, 1988). The use of the Internet now makes "feedback" and "interaction" possible for any enterprise (Zeff & Aronson,1999., Selltiz et.al.1976., Cho, 1999). Users are also able to choose whether and when to be exposed to the advertising message. This means that users are actively engaged at all phases of online advertising (Jones,1996), With regard to the tourism sector, through the wide variety of current information it provides, the Internet has given rise to a new generation of tourists that is not entirely dependent on tourism intermediaries for finding products and services, enterprises and destinations. From the hotel enterprise point of view, the use of the Internet presents capabilities that can benefit it and increase its revenues if they are exploited in effective ways. The Internet provides hotel business owners with unlimited advertising exposure, innovation, measurement of outcomes, successful targeting, international visibility, cost controls, creation of communities and interactive capabilities (Sudman & Seymour,1976., Xing & Lin, 2006). Research Methodology This study seeks to document the status of hotel enterprises with regard to their adoption of new technologies for promotional purposes and for boosting their competitiveness. Emphasis was given to hotels in the Prefecture of Attica, Greece, specifically in Athens, Piraeus and the Rest of Attica, with the aim of collecting valuable information with regard to hotel enterprises turning to online marketing. With the above purpose as the central axis, the research questions posed in this survey are: a) How important is the role of online marketing for hotel enterprises? b) How familiar are hotel enterprises with online marketing? c) What does a hotel enterprise expect to gain through online marketing in terms of effectiveness and benefits? To investigate the research questions, both primary and secondary research was conducted. Secondary research involves drawing data and information through articles, studies and surveys which have been conducted on a national and global level. As regards primary research, a quantitative study was selected, as it was essential to include the largest possible sample in order to obtain results that are as reliable and representative as possible. Additionally, the specific study allows for statistical analysis of the results and control of reliability, which was deemed essential in this case. The survey sample was selected based on certain characteristics, such as location and hotel class. Due to geographical limitations, 142 hotels based in the Prefecture of Attica (Athens, Piraeus and Rest of Attica) were selected, 29 of which were five-star, 45 were four-star and 68 were three-star hotels. The table of collated hotel data was prepared based on information provided on the website of the Hellenic Chamber of Hotels.
3 The small research sample is due to the fact that there are only 190 hotels (5*, 4* and 3*) in the Attica Regional Unit, and specifically in Athens, Piraeus and the rest of Attica, 48 of which did not take part in the survey, mainly due to their lacking qualitative specifications and their limited use of new technologies. A structured questionnaire was used as a survey tool, since it offers considerable advantages for quantitative research (1976, 1993). The questionnaire was prepared in two sections and included 12 multiple-choice questions. The first section of the questionnaire comprises seven questions that examine the adoption of Internet-based promotional methods and the use of new technologies by the hotel enterprises in the Attica Regional Unit. The second section, which comprises five questions, examines the variables related to the effectiveness of online marketing. A Likert scale, a semantic differential scale and non-comparative scale were used for these measurements. Of the 142 questionnaires sent, 60 were returned (response rate of 42.3%). As regards the part of the research using descriptive statistics we took into account the following: frequencies distribution, central tendency measurements, standard deviation and standard error. For the hypothesis testing we used: a) cross tabulation using the chi square test (X²), between one dependent variable and many independent variables and b) one way analysis of variance ( one way anova). For all the abovementioned analyses the statistical significant level was fixed at between 1% (P<0.01) and 5% (P<0.05); therefore, if P>0.05 we assume at the significant level that the answers are not statistically different in the two categories, whereas if P<0.05 we assume that a statistically significant difference exists. Research Findings Based on the findings of the primary research, the first survey question indicates that online marketing plays quite an important role for hotel enterprises because it has greatly improved overall and new sales, along with the hotel's relationship with its customers. Nevertheless, although online marketing is quite important, it is notable that the survey indicates that the rate of use correlating to online bookings is low. Moreover, the majority of respondents were of the opinion that in relation to traditional modes of advertising, online marketing brings better results at a lower cost. However, the survey showed that the current online marketing expenditure for most of the respondents remains at a low level. The second survey question found that all of the respondents were familiar with online promotional tools and used these tools to a greater or lesser degree. Most of the respondents use the website as their main advertising tool, a fact that is consistent with the findings of numerous researchers that websites are the most widely used tool for hotel enterprises. This is followed by , search engines and social media, though at a much lower rate than expected. Moreover, more than 50% of the respondents know about and make use of the tools provided by Google. Finally, the last survey question indicates that online marketing has led to an overall increase in hotel bookings and has made a significant contribution to customer service. In addition, it acts positively to strengthen customer loyalty and promote the image of the hotel enterprise through the use of social media, which reduce the cost of promotion while at the same increasing the buying public. Respondents listed increased sales for their business at the top of the list of benefits they hope to realise through online marketing.
4 The role of IT and new technologies in promoting hotel services Conclusions Given the relative decrease in the use of certain online marketing tools, as well as the lower rate of bookings made online, hotel enterprises should fully understand the benefits and potential of online marketing. To this end, it is proposed that: a) hotel staff actively participate in seminars/ongoing training on Internet marketing in order to stay abreast of developments and new methods, and how various methods can be combined, and thus develop a more appropriate attitude and outlook; b) websites be regularly rebuilt and enriched in such a way as to convert visitors into customers; c) verified applications be adopted that will allow transactions to be conducted with the strictest confidence and security; d) new applications and technologies, such as mobile marketing and mobile apps, be introduced to help enterprises set themselves apart from the competition. In conclusion, it would be particularly interesting to extend this study to both a Greekwide and a European-wide level, particularly to countries that are Greece's direct competitors, in order to ascertain whether and to what extent the use of the Internet and social media differs in the respective countries and to determine the degree to which the results vary in comparison to Greece. References Barker, C.& Gronne, P. (1996), Advertising on the World Wide Web. Thesis, Copenhagen Business School, Booms, B.H. & Bitner, M.J. (1981), Marketing strategies and organization structures for service firms. In: Donnelly J., George W.R. (eds), Marketing of Services, Chicago: American Marketing Association Cho, C., (1999), How advertising works on the www: Modified Elaboration Likelihood Model, Journal of Current Issues and Research in Advertising, Vol. 21,No. 1, pp Churchill, G.A. Jr. (1992), Basic Marketing Research, Fort Worth, TX: The Dryden Press. Jones, N. (1996), Marketing on the Internet. Marketing Week, UK, April 26, p.56. Hoffman, D. & Novak, T. (2000), How to acquire customers on the web. Harvard Business Review, Vol. 78, No. 3, pp Lin, Y. & Huang, J. (2006), Internet blogs as a tourism marketing medium: A case study, Journal of Business Research, Vol. 59, No. 10, pp Kotler, P. & Armstrong G. (1995), Principles of Marketing, Englewood Cliffs, NJ: Prentice Hall. Kotler, P., Bowen, J. & Makens, J. (1998), Marketing for Hospitality and tourism, Upper Saddle River, NJ: Prentice Hall Bennett, P. (1988), «Glossary of Marketing Terms», Chicago: II: American Marketing Association, pp Middleton, V., Fyall A., Morgan M., Ranchhod A., (2009), Marketing in Travel and Tourism, Oxford. Morrison, A.M. (1996), Hospitality and Travel Marketing,2nd ed. London: Delmar. Rowley, J. (2001), Remodeling marketing communications in an Internet environment, Internet Research, Vol. 11, No. 3, pp Selltiz, C., Wrightsman, L.& Cook, S. (1976), Research Methods in Social Relations, 3rd ed., NY: Holt, Rinehart and Winston.
5 Silk, A., Klein, L.& Berndt, E. (2001), The Emerging Position of Internet as an Advertising Medium, Netnomics, Vol. 3, Νο.2,pp Sudman, Seymour (1976), «Applied Sampling», New York: Academic Press Tull, D.& Hawkins, D. (1993), Marketing Research, 6th ed., NY: MacMillan Publishing Company. Uppgren, J. (1995), Going Interactive? Do the right thing, Brandweek, UK 36,Sept.18. Veisi, H., Rezvanfar, A. & Asadi, A. (2007), Determining components of market orientation In aqua cultural higher education institutes, International Review on Public and Non Profit Marketing, Vol. 4, No. 1/2, pp Xing B., Lin Z., (2006), The Impact of Search Engine Optimization ON Online Advertising Marketing, ICEC 2006: Proceedings of the 8th International Conference on Electronic Commerce: The new e-commerce: innovations for conquering currentbarriers, obstacles, and limitations to conducting successful business on the internet, NY: ACM, Zeff, R. & Aronson, B. (1999), Advertising on the internet, Wiley Computer Publishing.
How To Find Out What Marketing Strategies Are Effective In Teaching Adult Learners
A Study of Marketing and Advertising Strategies of Academic Organizations in Taiwan Adult Learning I-Fang Wang, Assistant Professor of Applied English, Southern Taiwan University, Taiwan Guang-Han Chung,
More informationTHE BACKGROUND OF MARKETING STRATEGY IN THE TOURISM DOMAIN. PhD Candidate Maria Roxana COSMA 1
THE BACKGROUND OF MARKETING STRATEGY IN THE TOURISM DOMAIN PhD Candidate Maria Roxana COSMA 1 Abstract This paper tries to develop an algorithm towards the future of the tourism domain by using marketing
More informationTHE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT
THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Abstract: Brand awareness, as one of
More informationFactors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector
Factors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector MEHMET SERDAR ERCİŞ Faculty of Communication Ataturk University, Turkey Abstract This research
More informationTechnological Acceptance and Consumer's Behavior on Buying Online Insurance
International Conference on ebusiness, ecommerce, emanagement, elearning and egovernance [IC5E] 112 International Conference on ebusiness, ecommerce, emanagement, elearning and egovernance 2015 [IC5E 2015]
More informationCourse Syllabus. 1. Program of study B.B.A. (Tourism and Hospitality Management) Faculty/ Institute/ College Mahidol University International College
Course Syllabus 1. Program of study B.B.A. (Tourism and Hospitality Management) Faculty/ Institute/ College Mahidol University International College 2. Course code ICTM 311 Title Sales and Marketing for
More informationRecovery Strategies for Service Failures: The Case of Restaurants
Journal of Hospitality Marketing & Management ISSN: 1936-8623 (Print) 1936-8631 (Online) Journal homepage: http://www.tandfonline.com/loi/whmm20 Recovery Strategies for Service Failures: The Case of Restaurants
More informationDeterminants of Customers' Satisfaction for Stock Broking Services - An Empirical Analysis
Pacific Business Review International Volume 5 Issue 7 (January 2013) 74 Determinants of Customers' Satisfaction for Stock Broking Services - An Empirical Analysis Dr Rajeev K Shukla*, Dr Ajit Upadhyaya**
More informationConsumers attitude towards online shopping: Factors influencing employees of crazy domains to shop online
Journal of Management and Marketing Research Consumers attitude towards online shopping: Factors influencing employees of crazy domains to shop online ABSTRACT Saad Akbar Bangkok University, Thailand Paul
More informationUNLEASH POTENTIAL THROUGH EFFECTIVE SERVICE QUALITY DETERMINANTS
UNLEASH POTENTIAL THROUGH EFFECTIVE SERVICE QUALITY DETERMINANTS Viruli de Silva ABSTRACT This article is based on a recent research conducted in the Sri Lankan banking sector and it discusses how the
More informationFACULTY OF COMMERCE DEPARTMENT OF MARKETING
FACULTY OF COMMERCE DEPARTMENT OF MARKETING MARKETING RESEARCH (MM402) COURSE OUTLINE Course Description Today s marketing environment presents managers with increasingly complex problems and opportunities
More informationin nigerian companies.
Information Management 167 in nigerian companies. Idris, Adekunle. A. Abstract: Keywords: Relationship Marketing, Customer loyalty, Customer Service, Relationship Marketing Strategy and Nigeria. Introduction
More informationThe Mediation Effect of Information Presentation Style on the Relationship between Banner Advertisements and Advertising Effectiveness
International Journal of Business and Manegement; Vol. 7, No. 14; 2012 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education The Mediation Effect of Information Presentation
More informationWEB MARKETING FOR SMALL AND MEDIUM ACCOMMODATION PROVIDERS IN GREECE (CURRENT SITUATION, ADVANTAGES AND DISADVANTAGES) ABSTRACT
WEB MARKETING FOR SMALL AND MEDIUM ACCOMMODATION PROVIDERS IN GREECE (CURRENT SITUATION, ADVANTAGES AND DISADVANTAGES) ABSTRACT Vasilis Mitsios University of Wales, Trinity Saint David Larisa, Greece billmitsios@yahoo.com
More informationAssessing a theoretical model on EFL college students
ABSTRACT Assessing a theoretical model on EFL college students Yu-Ping Chang Yu Da University, Taiwan This study aimed to (1) integrate relevant language learning models and theories, (2) construct a theoretical
More informationInternational Journal of Advance Research in Computer Science and Management Studies
Volume 3, Issue 11, November 2015 ISSN: 2321 7782 (Online) International Journal of Advance Research in Computer Science and Management Studies Research Article / Survey Paper / Case Study Available online
More informationHow To Rate A Subordinate
INTERNATIONAL JOURNAL OF SCHOLARLY ACADEMIC INTELLECTUAL DIVERSITY VOLUME 14, NUMBER 1, 2012 Performance Appraisal: Methods and Rating Errors Fred C. Lunenburg Sam Houston State University ABSTRACT Performance
More informationPROBABILITY AND STATISTICS. Ma 527. 1. To teach a knowledge of combinatorial reasoning.
PROBABILITY AND STATISTICS Ma 527 Course Description Prefaced by a study of the foundations of probability and statistics, this course is an extension of the elements of probability and statistics introduced
More informationCOURSE SPECIFICATION. Section 1 General Information
COURSE SPECIFICATION Name of institution Campus/faculty/department Mahidol University International College Mahidol University Tourism and Hospitality Management Division Section 1 General Information
More informationJohn Mylonakis (Greece) The influence of banking advertising on bank customers: an examination of Greek bank customers choices
John Mylonakis (Greece) The influence of banking advertising on bank customers: an examination of Greek bank customers choices Abstract The selection of banking advertising methods and means depends on
More informationInfluence of Tactical Factors on ERP Projects Success
2011 3rd International Conference on Advanced Management Science IPEDR vol.19 (2011) (2011) IACSIT Press, Singapore Influence of Tactical Factors on ERP Projects Success Shahin Dezdar + Institute for International
More informationExploring the Drivers of E-Commerce through the Application of Structural Equation Modeling
Exploring the Drivers of E-Commerce through the Application of Structural Equation Modeling Andre F.G. Castro, Raquel F.Ch. Meneses and Maria R.A. Moreira Faculty of Economics, Universidade do Porto R.Dr.
More informationBrand management model of vocational high schools in Taiwan
Available online at www.sciencedirect.com Procedia Social and Behavioral Sciences 2 (2010) 4229 4233 WCES-2010 management model of vocational high schools in Taiwan Yi-Ling Hung a, Ching-Sheue Fu a * a
More informationComparing Brand Equity of Digital Single Lens Reflex (DSLR) Camera. Abstract. Pramote Suppapanya 1 * Santi Boonkert 2
768 วารสารว จ ย มข. 15 (8) : ส งหาคม 2553 (DSLR) Camera Pramote Suppapanya 1 * Santi Boonkert 2 Abstract The objective of this study is to compare brand equity of Digital Single Lens Reflex (DSLR) cameras
More informationProfiling Top Service Firms. Abstract. Introduction
Profiling Top Service Firms Brendan Gray, Sheelagh Matear, Kenneth Deans, Philip Matheson, Jim Bell, Tony Garrett, Graham Cowley David Buisson University of Otago Abstract Although the services sector
More informationOnline International Interdisciplinary Research Journal, {Bi-Monthly}, ISSN 2249-9598, Volume-V, Issue-V, Sept-Oct 2015 Issue
Study of Employee Perception towards Performance Appraisal System with Special Reference to Education Sector in Pune City Sunanda Navale Founder Secretary, Sinhgad Technical Education Society, Ambegaon
More informationTHE LINK BETWEEN ORGANIZATIONAL CULTURE AND PERFORMANCE MANAGEMENT PRACTICES: A CASE OF IT COMPANIES FROM ROMANIA
THE LINK BETWEEN ORGANIZATIONAL CULTURE AND PERFORMANCE MANAGEMENT PRACTICES: A CASE OF IT COMPANIES FROM ROMANIA Dobre Ovidiu-Iliuta The Bucharest University of Economic Studies (Institute of Doctoral
More informationUNDERSTANDING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN LEADING CROATIAN COMPANIES
UNDERSTANDING CUSTOMER RELATIONSHIP MANAGEMENT () IN LEADING CROATIAN COMPANIES Miroslav Mandić Tihomir Vranešević Scientific paper Abstract The aim of this research was to investigate the understanding
More informationEFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN STAR HOTELS IN KARNATAKA
EFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN STAR HOTELS IN KARNATAKA Dr.Ashoka.M.L, Faculty, Department of Post-Graduate Studies and Research in Commerce, University of Mysore, Manasagangotri,
More informationTHE IMPACT OF LIFE INSURANCE PRODUCT PRICING ON CUSTOMERS BUYING BEHAVIOUR
26 ABSTRACT THE IMPACT OF LIFE INSURANCE PRODUCT PRICING ON CUSTOMERS BUYING BEHAVIOUR GANESH DASH* *Research Scholar, Department of Management Studies, School of Management, Pondicherry University, Kalapet,
More informationThe Usability of Electronic Stores based on the Organization of Information and Features
The Usability of Electronic Stores based on the Organization of Information and Features CHAN KAH-SING Singapore Polytechnic This paper describes an investigation on how the perceived usability of electronic
More informationCHAPTER 5 COMPARISON OF DIFFERENT TYPE OF ONLINE ADVERTSIEMENTS. Table: 8 Perceived Usefulness of Different Advertisement Types
CHAPTER 5 COMPARISON OF DIFFERENT TYPE OF ONLINE ADVERTSIEMENTS 5.1 Descriptive Analysis- Part 3 of Questionnaire Table 8 shows the descriptive statistics of Perceived Usefulness of Banner Ads. The results
More informationDesigning the 4-Year Travel-Hospitality Industry Management Curriculum: A Triangulation Approach
Designing the 4-Year Travel-Hospitality Industry Management Curriculum: A Triangulation Approach Khoon Y. Koh, Central Connecticut State University Abstract This paper reports the preliminary findings
More informationThe relationship between consumer characteristics and attitude toward online shopping
consumer characteristics and Shwu-Ing Wu Department of Business Administration, National Chin-Yi Institute of Technology, Taichung, Taiwan, ROC Keywords Electronic commerce, Consumer behaviour, Consumer
More informationHKUST Course Syllabus Outline (experimental only)
HKUST Course Syllabus Outline (experimental only) The purpose of this course syllabus outline is to help faculty and instructors plan systematically for the 4 year undergraduate curriculum and the embedding
More informationService Quality Value Alignment through Internal Customer Orientation in Financial Services An Exploratory Study in Indian Banks
Service Quality Value Alignment through Internal Customer Orientation in Financial Services An Exploratory Study in Indian Banks Prof. Tapan K.Panda* Introduction A high level of external customer satisfaction
More informationImplementation of a Sport Management Major Within an Undergraduate Exercise and Sport Science Department - 02
Implementation of a Sport Management Major Within an Undergraduate Exercise and Sport Science Department by U.S. Sports Academy - Monday, February 18, 2008 http://thesportjournal.org/article/implementation-of-a-sport-management-major-within-an-undergraduateexercise-and-sport-science-department/
More informationThe Turkish Online Journal of Educational Technology TOJET October 2004 ISSN: 1303-6521 volume 3 Issue 4 Article 2
IMPLICATIONS OF THE INTEGRATION OF COMPUTING METHODOLOGIES INTO CONVENTIONAL MARKETING RESEARCH UPON THE QUALITY OF STUDENTS UNDERSTANDING OF THE CONCEPT Umut Ayman & Mehmet Cenk Serim Faculty of Communication
More informationAN EXAMINATION OF FIRMS ENVIRONMENTAL MARKETING PRACTICES, SUSTAINABILITY AND BUSINESS PERFORMANCE
Abstract AN EXAMINATION OF FIRMS ENVIRONMENTAL MARKETING PRACTICES, SUSTAINABILITY AND BUSINESS PERFORMANCE Gabriel Ogunmokun U.S. University of the Virgin Islands St. Croix, U.S. Virgin Islands Daniel
More informationPotentiality of Online Sales and Customer Relationships
Potentiality of Online Sales and Customer Relationships P. Raja, R. Arasu, and Mujeebur Salahudeen Abstract Today Internet is not only a networking media, but also as a means of transaction for consumers
More informationManaging your online reputation
Managing your online reputation In this internet age where every thought, feeling and opinion is tweeted, posted or blogged about for the world to see, reputation management has never been so important
More informationReview of Online Advertising Research and Future Research Agenda [Slides]
Bowling Green State University ScholarWorks@BGSU Media and Communications Faculty Publications Media and Communication, School of 2008 Review of Online Advertising Research and Future Research Agenda [Slides]
More informationSimulation: An Effective Marketing Tool
Simulation: An Effective Marketing Tool Ashu Gupta Sr. Lecturer Apeejay Institute of Management, Jalandhar, Punjab, India. ABSTRACT Simulation- the study and use of models of complex relationships- is
More informationINVESTIGATING BUSINESS SCHOOLS INTENTIONS TO OFFER E-COMMERCE DEGREE-PROGRAMS
INVESTIGATING BUSINESS SCHOOLS INTENTIONS TO OFFER E-COMMERCE DEGREE-PROGRAMS Jean Baptiste K. Dodor College of Business Jackson State University HTUjeandodor@yahoo.comUTH 601-354-1964 Darham S. Rana College
More informationInternational Journal of Business and Social Science Vol. 3 No. 2 [Special Issue January 2012]
International Journal of Business and Social Science Vol. 3 No. 2 [Special Issue January 2012] THE IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON COSTUMERS' IMAGE FOR JORDANIAN FIVE STAR HOTELS Abstract
More informationIMPACT OF EFFECTIVE ORGANIZATIONAL CHARACTERISTICS ON ADOPTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN MELLI BANK BRANCHES IN KHUZESTAN PROVINCE-IRAN
IMPACT OF EFFECTIVE ORGANIZATIONAL CHARACTERISTICS ON ADOPTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN MELLI BANK BRANCHES IN KHUZESTAN PROVINCE-IRAN Mohammad Ali Enayati Shiraz 1, Elham Ramezani 2 1 Department
More informationTheImportanceofPublicRelationsinCorporateSustainability
Global Journal of Management and Business Research: B Economics and Commerce Volume 14 Issue 4 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals
More informationImpact of ECRM on the Create Competitive Advantage in Hotels of Sarein
Impact of ECRM on the Create Competitive Advantage in Hotels of Sarein Shahram GilaniNia Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran Sirous Balaei Department
More informationEvaluating the Factors Affecting on Intension to Use of E-Recruitment
American Journal of Information Science and Computer Engineering Vol., No. 5, 205, pp. 324-33 http://www.aiscience.org/journal/ajisce Evaluating the Factors Affecting on Intension to Use of E-Recruitment
More informationMalhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Course Syllabus Course Description Introduction to the marketing research process. Exploration of the many ways that marketing researchers gather information and utilize technology and the Internet in
More informationStatistical Analysis RSCH 665 Eagle Vision Classroom - Blended Course Syllabus
Statistical Analysis RSCH 665 Eagle Vision Classroom - Blended Course Syllabus Credit Hours: 3 Credits Academic Term: May 2016; 31 May 2016 01 August 2016 Meetings: Fri 1800-2200 Sat/Sun 0900-1400 (GMT+1)
More informationElectronic Ticketing in Airline Industries among Malaysians: the Determinants
Electronic Ticketing in Airline Industries among ns: the Determinants Tee Poh Kiong Faculty of Business and Management Behrooz Gharleghi Benjamin Chan Yin-Fah Faculty of Business and Management Centre
More informationMAGNT Research Report (ISSN. 1444-8939) Vol.2 (Special Issue) PP: 213-220
Studying the Factors Influencing the Relational Behaviors of Sales Department Staff (Case Study: The Companies Distributing Medicine, Food and Hygienic and Cosmetic Products in Arak City) Aram Haghdin
More informationInternational Tourism Market Segmentation Based on Consumer Behavior
International Tourism Market Segmentation Based on Consumer Behavior Luigi DUMITRESCU Lucian Blaga University, Faculty of Economics, Sibiu, Romania E-mail: dumitresculuigi@yahoo.com Telephone: +40 0724
More informationBe found. Get booked.
Be found. Get booked. Distribution and Internet Marketing for Hotels Brielsoft International Brielsoft brings a new energy to the world of hotel representation and multi-channel distribution. With the
More informationWeb as New Advertising Media among the Net Generation: A Study on University Students in Malaysia
Web as New Advertising Media among the Net Generation: A Study on University Students in Malaysia Arasu Raman* and Viswanathan Annamalai** Globalization drives a number of opportunities for small to medium
More informationA Quality Study of Internet Banking in Thailand
A Quality Study of Internet Banking in Thailand Panan Leelapongprasut Master of Business Administration (Electronic Commerce) 61 Phaholyothin Rd.,Jatujak Bangkok 10900, Thailand Email:pnn_lee@yahoo.com
More informationPERCEPTIONS, SATISFACTION AND DESIRED LIBRARY MARKETING TOOLS FOR USERS: AN EXPLORATORY STUDY
PERCEPTIONS, SATISFACTION AND DESIRED LIBRARY MARKETING TOOLS FOR USERS: AN EXPLORATORY STUDY Naveed Siddique COMSATS Institute of Information Technology, Lahore. nsiddique@ciitlahore.edu.pk ABSTRACT The
More informationICT, Training and Effective Selling Skills in Marketing Education in Nigeria
ICT, Training and Effective Selling Skills in Marketing Education in Nigeria 1 Okute Agnes. L., 2 Emeka C.N Duruamaku-Dim., 3 Prince I. Ebitu, 4 Geo Emeka Duruamaku- Dim emeka_d@oceanicbanknigeri.com,
More informationE-Commerce Usage in Hotel Industries Capabilities
International Journal of Business and Social Science Vol. 4 No. 14; November 2013 E-Commerce Usage in Hotel Industries Capabilities A. H. Mutia Sobihah Faculty of Business Management and Accountancy Gong
More informationProfiles and Data Analysis. 5.1 Introduction
Profiles and Data Analysis PROFILES AND DATA ANALYSIS 5.1 Introduction The survey of consumers numbering 617, spread across the three geographical areas, of the state of Kerala, who have given information
More informationOrganizational Factors Affecting E-commerce Adoption in Small and Medium-sized Enterprises
Tropical Agricultural Research Vol. 22 (2): 204-210 (2011) Short communication Organizational Factors Affecting E-commerce Adoption in Small and Medium-sized Enterprises R.P.I.R. Senarathna and H.V.A.
More informationPERFORMANCE APPRAISAL SYSTEM TO PERFORMANCE MANAGEMENT SYSTEM IN BOKARO STEEL PLANT (SAIL): AN EVALUATION
International Journal of Human Resource Management and Research (IJHRMR) ISSN 2249-6874 Vol. 3, Issue 1, Mar 2013, 87-96 TJPRC Pvt. Ltd. PERFORMANCE APPRAISAL SYSTEM TO PERFORMANCE MANAGEMENT SYSTEM IN
More informationExploring the Antecedents of Electronic Service Acceptance: Evidence from Internet Securities Trading
Exploring the Antecedents of Electronic Service Acceptance: Evidence from Internet Securities Trading Siriluck Rotchanakitumnuai Department of Management Information Systems Faculty of Commerce and Accountancy
More informationThe Impact of Management Information Systems on the Performance of Governmental Organizations- Study at Jordanian Ministry of Planning
The Impact of Management Information Systems on the Performance of Governmental Organizations- Study at Jordanian Ministry of Planning Dr. Shehadeh M.A.AL-Gharaibeh Assistant prof. Business Administration
More informationSTRATEGY FOR THE DESTINATIONAL E-MARKETING & SALES
STRATEGY FOR THE DESTINATIONAL E-MARKETING & SALES 255 STRATEGY FOR THE DESTINATIONAL E-MARKETING & SALES Zlatko Šehanović Ekonomski fakultet Osijek Giorgio Cadum Ekonomski fakultet Osijek Igor Šehanović
More informationUsing the Internet to market small, medium and micro enterprises in a developing economy
Jeevarathnam P. Govender (South Africa) Using the Internet to market small, medium and micro enterprises in a developing economy Abstract The Internet has become a key tool in promoting small businesses
More informationComputer-based testing: An alternative for the assessment of Turkish undergraduate students
Available online at www.sciencedirect.com Computers & Education 51 (2008) 1198 1204 www.elsevier.com/locate/compedu Computer-based testing: An alternative for the assessment of Turkish undergraduate students
More informationThe Digital Challenge in Destination Branding: Brief Approach to the Portuguese case
The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case Eduardo Henrique da Silva Oliveira Department of Spatial Planning & Environment Faculty of Spatial Sciences, University
More informationwww.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011
www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 Agenda 1. Introductions 2. Background Online Advertising & Measuring Effectiveness 3. Market Context Rapidly Changing
More informationToday Science Journal of Humanity
1 Today Science Journal of Humanity www.tsjournals.com Volume:1 Issue:1 Pages:1-10 Customer Relationship Management Model in Higher Education: A Case of Malaysia Hossein Ahmadi* 1, Mehrbakhsh Nilashi 2,
More informationAn Analytical Study of CRM Practices in Public and Private Sector Banks in the State of Uttar Pradesh
Volume 6, Issue 7, January 2014 An Analytical Study of CRM Practices in Public and Private Sector Banks in the State of Uttar Pradesh Love Kumar Patwa* Kush Kr. Patwa** *Research Scholar Faculty of Art
More informationKeywords: Marketing Strategy, Competitive Advantage, the Customer Relationship System, State Banks of Kermanshah
CODIFYING THE MARKETING STRATEGY WITH AN APPROACH TO THE COMPETITIVE ADVANTAGE- CASE STUDY: THE COMPARISON OFCUSTOMER RELATIONSHIP SYSTEM IN STATE BANKS Jalaledin Gavazi and *Seyed Reza Hassani Department
More informationThe University of North Carolina at Greensboro CRS 605: Research Methodology in Consumer, Apparel, and Retail Studies (3 Credits) Spring 2014
The University of North Carolina at Greensboro CRS 605: Research Methodology in Consumer, Apparel, and Retail Studies (3 Credits) Spring 2014 Instructor: Dr. Kittichai (Tu) Watchravesringkan (I go by Dr.
More informationDetermined to make international study choice and education marketing easier and more effective
Determined to make international study choice and education marketing easier and more effective Embraced by students & universities Our Portfolio Our mission is to enable universities to market themselves
More informationMinimum Expectations of Tourists: An Essential Factor of Tourism Companies
Minimum Expectations of Tourists: An Essential Factor of Tourism Companies S.J.Jadhav 1 and Dr.V.S.More 2 Abstract Tourism industry has been accepted as the second largest industry after oil. The objectives
More informationServices Marketing 2011/12. Master of Science Program Code Msc Services Management. Ana Côrte-Real. Topics and Objectives
2011/12 Academic Year dd/mm/aaaa Master of Science Program Code Msc Services Management MsScience Course Code Services Marketing Course Ana Côrte-Real Course Coordinator Ana Côrte-Real acortereal@porto.ucp.pt
More informationThe Technology Acceptance Model with Online Learning for the Principals in Elementary Schools and Junior High Schools
The Technology Acceptance Model with Online Learning for the Principals in Elementary Schools and Junior High Schools RONG-JYUE FANG 1, HUA- LIN TSAI 2, CHI -JEN LEE 3, CHUN-WEI LU 4 1,2 Department of
More informationImpacts of Globalization on Tourist Preferences and Activity
Impacts of Globalization on Tourist Preferences and Activity Beata Hołowiecka, Elżbieta Grzelak-Kostulska, Grzegorz Kwiatkowski Beata Hołowiecka Nicolaus Copernicus University, Toruń, Poland E-mail: b_holow@umk.pl
More informationInformation Global Marketing Management
Information Global Marketing Management Article Info:, Vol. 5 (2010), No. 2, pp. 003-007 Received 10 February 2010 Accepted 29 September 2010 UDC 005.21 ; 658.8 Summary Global marketing management needs
More informationTechnology Complexity, Personal Innovativeness And Intention To Use Wireless Internet Using Mobile Devices In Malaysia
International Review of Business Research Papers Vol.4 No.5. October-November 2008. PP.1-10 Technology Complexity, Personal Innovativeness And Intention To Use Wireless Internet Using Mobile Devices In
More informationAnimation Effects in Online Banner Ads
Animation Effects in Online Banner Ads Suzanne C. Beckmann & Torben Hansen, Copenhagen Business School Lene Matthiesen, Vizeum & Jakob Thorbech, TNS Gallup Abstract This study examines how consumers attitude
More informationInvestigation the Effect of Customer value on performance of Customer Relationship Management (Case Study: Parsian E-Commerce Company)
Investigation the Effect of Customer value on performance of Customer Relationship Management (Case Study: Parsian E-Commerce Company) Seyyed Mohammad Nopasand Asil 1, Mostafa Ebrahimpour 2, Zahra Saberdel
More informationINTERNET MARKETING COMMUNICATIONS: A CONTENT ANALYSIS OF THE WEB SITES OF GRADED SOUTH AFRICAN LODGES
INTERNET MARKETING COMMUNICATIONS: A CONTENT ANALYSIS OF THE WEB SITES OF GRADED SOUTH AFRICAN LODGES BY BIANCA LIZELLE NOTHNAGEL SUBMITTED IN FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE MAGISTER COMERCII
More information: Applied Marketing Research (2014-15 First Term)
Course Title : Applied Marketing Research (2014-15 First Term) Course Code : MIB502 No of Credits/Term : 3 Mode of Tuition : Sectional approach Teaching Hours : 42 hours / 6 hours per week Category in
More informationHow to Develop a Research Protocol
How to Develop a Research Protocol Goals & Objectives: To explain the theory of science To explain the theory of research To list the steps involved in developing and conducting a research protocol Outline:
More informationCommerce Monks OPTIMIZING YOUR EBAY MARKETPLACE PRESENCE
Commerce Monks OPTIMIZING YOUR EBAY MARKETPLACE PRESENCE IN THIS GUIDE Commerce Monks walk you through ebay store optimization best practices, ways to promote your ebay store, do s and don ts for an ideal
More informationThe Influence of Marketing Mix and Customer Satisfaction on Customer Loyalty among Hijab Consumers
The Influence of Marketing Mix and Customer Satisfaction on Customer Loyalty among Hijab Consumers Norsyaheera Abd Wahab 1 and Lailatul Faizah Abu Hassan 2 1 Centre for Postgraduate and Professional Studies
More informationCourse Syllabus. 1. Program of Study B.B.A. (Tourism and Hospitality Management) Faculty/Institute/College Mahidol University International College
Course Syllabus 1. Program of Study B.B.A. (Tourism and Hospitality Management) Faculty/Institute/College Mahidol University International College 2. Course Code ICTM 480 Course Title Tourism and Hospitality
More informationEFFECTS OF CUSTOMER ORIENTATION, LEARNING ORIENTATION AND INNOVATIVENESS ON HOTEL PERFORMANCE - EVIDENCE FROM CLUJ COUNTY
EFFECTS OF CUSTOMER ORIENTATION, LEARNING ORIENTATION AND INNOVATIVENESS ON HOTEL PERFORMANCE - EVIDENCE FROM CLUJ COUNTY Stegerean Roxana, Petre Anamaria, Gavrea Corina Management Department, Faculty
More informationMARKETING MANAGEMENT & STRATEGY
MARKETING MANAGEMENT & STRATEGY Equivalent QCF level: Level 7 Credit Value: 30 Learning time (hours): 300 UNIT PURPOSE This unit provides the learner with an understanding about the importance of creating
More informationTHE IMPORTANCE OF KNOWLEDGE MANAGEMENT IN ORGANIZATIONS WITH EMPHASIS ON THE BALANCED SCORECARD LEARNING AND GROWTH PERSPECTIVE
THE IMPORTANCE OF KNOWLEDGE MANAGEMENT IN ORGANIZATIONS WITH EMPHASIS ON THE BALANCED SCORECARD LEARNING AND GROWTH PERSPECTIVE Danijela Jelenic Faculty of Economics, University of Nis, Republic of Serbia
More informationGlobalization, Technological Advances and Activities of Marketing Companies in Nigeria
Globalization, Technological Advances and Activities of Marketing Companies in Nigeria Chris C. Chukwurah Department of vocational and Special Education University of Calabar, CALABAR. churac2006@yahoo.com
More informationInvestigating Human Resource Management Policies of the ICT Labour Market
Investigating Human Resource Management Policies of the ICT Labour Market Vassilis Kostoglou 1, Konstantinos Paparrizos 2, Costas Zafiropoulos 3 1 Department of Information Technology, TEI of Thessaloniki,
More informationSAMPLE. Office Hours: Office: Room WDC 205D. M: 2:30-3:30pm. Office Phone: 410-572-8719. T: 12:30-3:30pm Eamil: gojie-ahamiojie@worwic.
HOTEL-MOTEL-RESTAURANT MANAGEMENT Hospitality Marketing Course Number: HMR 5-D0 Time/Day: Mon/Wed: 0:45-:45 Syllabus: Spring 05 Credit: 3 Instructor: Dr. George Ojie-Ahamiojie Office Hours: Office: Room
More informationExamining Differences (Comparing Groups) using SPSS Inferential statistics (Part I) Dwayne Devonish
Examining Differences (Comparing Groups) using SPSS Inferential statistics (Part I) Dwayne Devonish Statistics Statistics are quantitative methods of describing, analysing, and drawing inferences (conclusions)
More informationSOCIAL MEDIA - A NEW WAY OF COMMUNICATION
Bulletin of the Transilvania University of Braşov Series V: Economic Sciences Vol. 7 (56) No. 2-2014 SOCIAL MEDIA - A NEW WAY OF COMMUNICATION Alexandra TĂLPĂU 1 Abstract: The Internet has a major impact
More informationEvaluating the Relationship between Service Quality and Customer Satisfaction in the Australian Car Insurance Industry
2012 International Conference on Economics, Business Innovation IPEDR vol.38 (2012) (2012) IACSIT Press, Singapore Evaluating the Relationship between Service Quality and Customer Satisfaction in the Australian
More informationThe conclusions of the marketing research projects planned and executed in Stage 1 are presented on the 3 specific objectives of this phase:
Conclusions for Step 1 The conclusions of the marketing research projects planned and executed in Stage 1 are presented on the 3 specific objectives of this phase: Regarding the research of similar international
More informationEssentials of Marketing Research
Essentials of Marketing Second Edition Joseph F. Hair, Jr. Kennesaw State University Mary F. Wolfinbarger California State University-Long Beach David J. Ortinau University of South Florida Robert P. Bush
More information