Customer Relations Management Applications in the Tourism Industry

In recent years, all information about customers can be shared with employees by customer relations management in tourism establishments, and accordingly, all customer expectations can be met. As a result, producing customer loyalty can be possible. Customer relations management applications in tourism establishments is crucial with regards to competing with other establishments. The most important factor for customers to be pleased with the tourism establishments and prefer the same establishment again is the qualities of front office employees who are directly in relation with customers because front office is the first department that customers interact with. Information about front office is provided and application circumstances of the front office are explained in this research. The population consists of managers of 4-star and 5-star hotels operating in Turkey. In this research, contributions of the front office employees in providing customer loyalty, preventing customer complaints, and customer relations applications of the establishment are examined.