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E-Tourism in Europe The E-CRM and ITCs adoption issues: how to retain customers?
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par
Myriam LABIDI
ESC Toulouse - Master in Marketing, Communication and Management 2005
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INTRODUCTION:
1. General context
1.1 Economic importance of the sector:
1.2 Weight of the SMEs in the sector:
1.3 Online travel sales in Europe:
1.4 Internet users profile
2/ The travel industry specific features and the ICTs impact
2.1 The travel industry value chain
2.2 Providing the overal travel experience
2 .3 The impact of the information and communication technologies
2. .4 Trends and Challenges of the European e-tourism market
3/ The Customer relationship management philosophy: how to retain
customers
3.1 Customer relationship management definition and the Nykamp consulting group model
3.2 Internet features and its e-CRM benefits
3.2.1 Interactivity : the proactive e-consumer
3.2.3 Flexibility : getting a wide and updated range of information
3.2.4 Accessibility : everywhere and at any time improving service quality
4/ E-marketing : decreasing customer uncertainty
4.1 An intangible product
4.2 A fragmented product
4.3 The e-customised offer
4.4 Electronic ticketing and ticketless travel
5/ E-marketing: providing a reliable and useful customer database
5.1 The Marketing research perspective
5.2 The Customer databases management practises
5.3 The Market Targeting
6/ CONCLUSION: e-CRM adoption, the challenges to face
6.1 Focus on the SMEs: the tricky adoption of ICT and e-business solutions
6.2 The perceiWed barriers to the adoption of e-CRM solutions
6.3 The step-by-step implementation of e-business methods
BIBLIOGRAPHY
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