CRM In The Latin American Research Proposal

Length: 8 pages Sources: 15 Subject: Business Type: Research Proposal Paper: #4531737 Related Topics: Latin America, Rain Forest, Econometrics, Myspace
Excerpt from Research Proposal :

The crux of his research focused on the technological aspects of CRM supporting is the essence of rising above all these other forms of unwanted communication and staying relevant for the long-term to prospects and customers.

Research Design

The proposed research design will focus on interviewing approximately 500 customers of Latin American tourism providers in the last twelve months and assessing their relative levels of satisfaction using a survey designed using the SERVQUAL methodology. Using a series of questions included in the SERVQUAL instrument to focus on the ten aspects of service quality including reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer and tangibles of service. Consistent with the goal of this study to focus on the gap between service delivery ad expectations (Huang, Sarigllu, 2008) the research design will be stratified by originating nation of the respondent. This stratification of responded by country will be useful in using Hofstede Cultural Dimensions (Blodgett, Bakir, Rose, 2008).

Methodology

Relying on Simple Random Sampling to stratify the respondents across the top ten nations that have visitors to Latin America as tourists in 2008, the research methodology seeks to be representative to those regions of the world who have cultural factors that lead to high levels of loyalty already. As was mentioned earlier, the Hofstede Cultural Dimensions Model (Blodgett, Bakir, Rose, 2008) will be used during the analysis phase of the results to further delineate and explain the variations in countries who have the majority of visitors to Latin American nations.

Second, the respondents will be obtained through Latin American nations' tourism offices, specifically those who have e-mailed these offices asking for packets of information. A cross-section of the top ten service providers will also be contacted for respondents as well.

Third, the survey will be sent via e-mail and also by mail when mailing addresses are available. A $5 Starbuck's card will be offered to those respondents in nations that have outlets from the coffee chain. The Latin American tourism offices and service providers will be asked to donate the costs of these incentives as the summary of results will be shared with them. On those nations that do not have Starbucks' the incentive will be a $5 gift card on Amazon.com also underwritten by Latin American service providers.

Results will be captured in Zoomerang, a free online service for capturing survey data. In addition, the free downloadable version of SPSS Version 16 will be used for analyzing the results. The use of basic and advanced statistical analysis functions will be used throughout the analysis phase.

The following hypotheses will the basis of the research:

Hypothesis 1: There is a statisticallysignificant relationship between existing CRM strategies and a baseline level of performance as measured by SERVQUAL that shows the need for greater conversation levels with loyal customers.

Hypothesis 2: Customers who visited Latin America in the last twelve month prefer to get their travel information through Web 2.0- technologies over traditional means of media.

Hypothesis 3: SERVQUAL performance is higher for those Latin American tourism providers who use Web 2.0 technologies and social networking as part of their core strategy.

Expected Results of Research

With the objective of defining a benchmark level of performance with regard to Latin American service providers that can be standardized on SERVQUAL, it is assumed that this will be accomplished through the methodology of this study. The implications of social networking and Web 2.0 technologies on customers' changing preferences for how they communicate with Latin American tourism service providers will show significant upside potential for these providers to change their strategies to speak with customers globally how they prefer.

Appendix:

TABLE 1:

WEB 2.0 CRM APPLICATIONS

Applications

Descriptions

Blogs

Online diary or journal entry on the Internet, which primarily supports text, photo (photoblog), video (vlog), and audio (podcast) formats

...

2008, et.al.)

References

Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (Accessed January 20, 2009).

Jeffrey G. Blodgett, Aysen Bakir, Gregory M. Rose. 2008. A test of the validity of Hofstede's cultural framework. The Journal of Consumer Marketing 25, no. 6 (September 20): 339-349. http://www.proquest.com / (Accessed January 22, 2009).

Franaois a. Carrillat, Fernando Jaramillo, Jay P. Mulki. 2007. The validity of the SERVQUAL and SERVPERF scales:a meta-analytic view of 17 years of research across five continents. International Journal of Service Industry Management 18, no. 5 (October 20): 472-490. http://www.proquest.com (Accessed January 21, 2009).

Carr, Thomas a, Pederson, Heather L, Ramaswamy, Sunder. 1993. Rain forest entrepreneurs: Cashing in on conservation. Environment 35, no. 7

September 1): 12. http://www.proquest.com. (Accessed January 22, 2009).

Sergios Dimitriadis, Eric Stevens. 2008. Integrated customer relationship management for service activities:an internal/external gap model. Managing Service Quality 18, no. 5 (September 1): 496-511. http://www.proquest.com (Accessed January 21, 2009).

Gartner 2001 - Eight Building Blocks of CRM: A Framework for Success. John Radcliffe. December 13, 2003.

Gartner Group. Groton, CT.

Accessed from the Internet on January 23, 2009:

http://www.gartner.com/2_events/crmawards/2005/buildingblocks.pdf

Miguel Vidal Gonzalez 2006. A New Environment for Coherent Heterogeneity Commercialization and Management of Tourist Destinations Within Intermediate Regions. Journal of Travel & Tourism Marketing 20, no. 1

January 1): 33. http://www.proquest.com (Accessed January 21, 2009).

Rong Huang, Emine Sarigllu. 2008. Assessing satisfaction with core and secondary attributes. Journal of Business Research 61, no. 9

September 1): 942. http://www.proquest.com / (Accessed January 21, 2009).

Leo Jakobson 2007. The Cost of Being Popular. Incentive, April 1, 27. http://www.proquest.com / (Accessed January 23, 2009).

Janine Kelso 2008. Mayan roots hold appeal. Travel Weekly, February 29, 59. http://www.proquest.com (Accessed January 24, 2009).

Changsu Kim, Weihong Zhao, Kyung Hoon Yang. 2008. An Empirical Study on the Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers' Perspectives. Journal of Electronic Commerce in Organizations 6, no. 3 (July 1): 1-19. http://www.proquest.com (Accessed January 21, 2009).

Walfried M. Lassar, Sharon S. Lassar, Nancy a Rauseo. 2008. Developing a CRM Strategy in Your Firm. Journal of Accountancy 206, no. 2 (August 1): 68-70,72-73,14. http://www.proquest.com Accessed January 21, 2009).

Scott a Neslin, Dhruv Grewal, Robert Leghorn, Venkatesh Shankar, et al. 2006. Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research: JSR 9, no. 2 (November 1): 95-112. http://www.proquest.com (Accessed January 21, 2009).

David M. Raab 2008. Demand Generation System Requirements. DM Review 18, no. 11 (November 1): 48. http://www.proquest.com (Accessed January 20, 2009).

Rooma Roshnee Ramsaran-Fowdar 2007. Developing a service quality questionnaire for the hotel industry in Mauritius. Journal of Vacation Marketing 13, no. 1 (January 1): 19-27. http://www.proquest.com (Accessed January 26, 2009).

Vicki P. Raeburn 2008. Understanding the Cost-Benefit Quality Curve. DM Review 18, no. 12 (December 1): 37. http://www.proquest.com (Accessed January 21, 2009).

Keith a Richards, Eli Jones. 2008. Customer relationship management: Finding value drivers.…

Sources Used in Documents:

References

Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (Accessed January 20, 2009).

Jeffrey G. Blodgett, Aysen Bakir, Gregory M. Rose. 2008. A test of the validity of Hofstede's cultural framework. The Journal of Consumer Marketing 25, no. 6 (September 20): 339-349. http://www.proquest.com / (Accessed January 22, 2009).

Franaois a. Carrillat, Fernando Jaramillo, Jay P. Mulki. 2007. The validity of the SERVQUAL and SERVPERF scales:a meta-analytic view of 17 years of research across five continents. International Journal of Service Industry Management 18, no. 5 (October 20): 472-490. http://www.proquest.com (Accessed January 21, 2009).

Carr, Thomas a, Pederson, Heather L, Ramaswamy, Sunder. 1993. Rain forest entrepreneurs: Cashing in on conservation. Environment 35, no. 7


Cite this Document:

"CRM In The Latin American" (2009, January 26) Retrieved October 26, 2021, from
https://www.paperdue.com/essay/crm-in-the-latin-american-25245

"CRM In The Latin American" 26 January 2009. Web.26 October. 2021. <
https://www.paperdue.com/essay/crm-in-the-latin-american-25245>

"CRM In The Latin American", 26 January 2009, Accessed.26 October. 2021,
https://www.paperdue.com/essay/crm-in-the-latin-american-25245

Related Documents
Classic Airlines a Nine Step Cost Reduction
Words: 2329 Length: 6 Pages Topic: Business Paper #: 51195100

Classic Airlines A Nine Step Cost Reduction Plan Describe the Situation Identifying the Potential Cause of the Problem Verifying the Likely Causes by Gathering Data Identifying Possible Solutions Evaluating Alternative Solutions Determining the Best Solution Identifying and Assessing the Risks Implementing the Solution Evaluate the Results Classic Airlines is currently the world's fifth largest airline which is operating a remarkable 2,300 flights daily to over 240 cities. In the previous period, net profits were roughly $10 million on $8.7 billion in

Terrorism Is at This Point One of
Words: 2444 Length: 8 Pages Topic: Terrorism Paper #: 57805779

Terrorism is at this point one of the main threats that decision makers in the field of national security have to deal with especially in the United States. The issue has been raised mainly after the events from 9/11 2001, but have been a constant concern for the law enforcement agencies since the beginning of the 90s and even before. The United States have a particular way in which it

Predominantly Latino Gangs, Mara Salvatrucha
Words: 17380 Length: 40 Pages Topic: Criminal Justice Paper #: 44825476

Government Since gang-related crimes fall within the jurisdiction of state, this research will give an insight on the need to find solutions that increasingly include all levels of government. Congress needs to pass legislation that will change immigration enforcement laws and make more aliens deportable. In addition, the federal government should take a more active participation in helping local and state jurisdictions develop anti-gang responses. The local, state and federal governments

Diffusion of Innovation Diffusion Research
Words: 3226 Length: 9 Pages Topic: Education - Computers Paper #: 67275597

Potentially, this changes the way profit is used to build a larger network of computer users who now wish to harness the power of technology to develop a new world. Chapter: 9 Socioeconmics Berlin Wall Falls/Soviet Union Collapses Citation: Koeller, D. (2003), Fall of the Berlin Wall. WebChron. URL: http://www.thenagain.info/webchron/world/berlinwallfall.rev.html Tags: Political innovation, political/social upheaval, modernism in Europe Summation: By the end of 1989, the Soviet-backed regimes of Eastern Europe no longer existed and the

Problem Solving Model for Classic Airline Company
Words: 2913 Length: 10 Pages Topic: Business Paper #: 90244089

Problem Solving Model for Classic Airline Company Overview Classic Airlines is ranked as the fifth largest airline globally with the net income of $10 million and $8.7 million operating revenue. Before 2008, the company recorded a net income of 71 billion and $8.5 billion operating revenue. However, evaluation of the company financial records reveals that Classic Airline recorded $61 million decrease in the net income within one year. Careful assessment of the

Marketing Information Systems at Directv
Words: 870 Length: 3 Pages Topic: Business Paper #: 12124276

By aligning the many sources of marketing information from internal records, competitive intelligence databases and systems, in addition to integration of the Marketing Information System to the Customer Relationship Management (CRM) system, marketers and senior managers will be able to quickly get the information they need to complete the planning and execution of strategies. Real-time integration between the Marketing Information System and the Market Research Systems(s) in place throughout DirecTV