The implications of CRM for online travel agencies

Abstract

The purpose of the study is to clarify how CRM can be used in better facilitating customers' needs as well as building customer relationships through an online travel agency. This will be shown through the importance of information displayed in an online travel website, the overall satisfaction and customer loyalty. The study was analysed from the customer and the company perspectives. Both perspectives were analysed in order to determine whether companies in Malta are working in such a way to maximise the benefits of CRM or whether they are overlooking the customers' needs. The results determined that travel websites should provide quality and accurate information whilst ensuring it is secure. It is also important that travel websites are user friendly and easy to use. Communication is said to be essential to build relationships with customers. Results have shown that email and telephone communication are the preferred methods with Maltese online users. Customers want to be offered customised packages whilst still having the liberty of choice. Depending on the service obtained will affect how likely customers will revisit the website and recommend to others. It can be then recommended that implementing a CRM strategy allows companies to learn about their customers and therefore organising the data collected into customer profiles. This will allow companies to present a different face to different users, ensuring their needs and wants are met.