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Guest Relationship Management Principles as a Reference Point for building a Brand: The Case a Hospitality Group's Brand-building Process

Author

Listed:
  • Hermans, Olaf
  • Mutsaerts, Hugo
  • Olyslager, Luc

Abstract

The objective of this paper was to gain insight into the delimitation of ‘brand territory’ and ‘relationship territory’, in these territories’ interdependencies as well as relevant managerial attitudes and perceptions. Full support for this research was gained from a Dutch hospitality group which recently had formulated its new brand strategy and which was on the verge of entering into a rapid expansion track. Over a period of three years desk research, surveys and in-depth interviews created a clear picture of the process of brand building in practice. A striking outcome of the executed research was that most hospitality managers of the studied company were not aware of the differences between the relationship management and the brand management processes. By following a stakeholder approach, authors revealed a range of perspectives on Guest Relationship Management (GRM) that can enhance the probability of a successful outcome of the brand building process.

Suggested Citation

  • Hermans, Olaf & Mutsaerts, Hugo & Olyslager, Luc, 2009. "Guest Relationship Management Principles as a Reference Point for building a Brand: The Case a Hospitality Group's Brand-building Process," MPRA Paper 25417, University Library of Munich, Germany, revised 17 Aug 2009.
    • Handle: RePEc:pra:mprapa:25417
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    References listed on IDEAS

    as
    1. Gibbert, Michael & Leibold, Marius & Probst, Gilbert, 2002. "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value," European Management Journal, Elsevier, vol. 20(5), pages 459-469, October.
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    More about this item

    Keywords

    brand building process; customer relationship management; organizational change; stakeholders; perspectives;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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