1 SERVQUAL and CRM models Your name Instructor’s name Course Date of submission 2 Title: SERVQUAL and CRM models: These two models are of greater use in the development of the tourism industry through customer satisfaction. Summary: CRM will help in managing an excellent interaction between the customers and the business. The better interaction between the customers and the company will help boosts loyalty and retain more customers. This will be well achieved through offering quality and excellent services to the customers like good customer services. Serqual uses five dimensions in capturing the customers’ perception and expectation of the business's services. Analysis: CRM helps boost the company's profit level, as the tourism sector will attract a large pool of customers, thus increasing the revenue generated by the Company (Koc, 2019). The CRM model helps the company collect data that helps the company recognize and communicate with the customers orderly. Therefore CRM aids in identifying a lot of opportunities that help in ensuring the customers are satisfied with the hospitality services they receive (Warren, 2011). CRM helps businesses learn about their customers, thus focusing on fulfilling their needs; therefore, the data collected will help promote and introduce new products that will help satisfy the customer's needs. Therefore the use of CRM helps the tourism understand the data (Mok et al., 2013).CRM will give the tourism industry an optimization platform for the customer and the company to have better interaction, which helps obtain feedback, thus aiding in increasing the company's sales value. Servqual helps the businesses offer better services that will generate more value, overcome competition, and identify opportunities for better growth of the tourism industry, thus satisfying the customers' needs. The tourism industry should measure customer perception and expectations of the services they deliver (Fredman & Haukeland, 2021). This will help attain the customer’s loyalty and high customers retention, which will help increase the sales level, team member benefits, boost the company’s reputation, increase profits, and boost the firm's financial performance. Conclusion: Therefore the better interaction between the customer and the business will help measure the level of service delivery by the company as they obtain feedback from the customers through their interaction. A better understanding of the customer’s needs helps fulfill customers' needs, thus increasing the company's sales. SERVQUAL and CRM models help boost the better interaction between the customers and the company, which helps identify the customers' needs, thus able to fulfill them effectively, which helps in better development of the tourism industry. 3 References Fredman, P., & Haukeland, J. (2021). Nordic Perspectives on Nature-based Tourism. https://doi.org/10.4337/9781789904031 Koc, E. (2019). Do Women Make Better in Tourism and Hospitality? A Conceptual Review from A Customer Satisfaction and Service Quality Perspective. Journal Of Quality Assurance In Hospitality & Tourism, 21(4), 402-429. https://doi.org/10.1080/1528008x.2019.1672234 Mok, C., Sparks, B., & Kadampully, J. (2013). Service Quality Management in Hospitality Tourism and Leisure. Taylor and Francis. Warren, C. (2011). Understanding the impact of core product quality on customer satisfaction, team identification, and service quality.
