Research Paper on:
Research into the Use of CRM in a Kazakhstan Hotel

Unformatted Sample Text from the Research Paper:
1. Purpose of the Study The hotel industry is very competitive, for a hotel to survive the business needs to be  able to make the most of the resources it has, maximising them in order to create value. Resources include the physical assets, the capital available, the staff and for a  hotel the existing and past visitors may also be seen as assets or resources that have potential value of there are utilised correctly (Kotler, 2003). The purpose of this  paper is to consider the way in which a database could be of use to a hotel in Kazakhstan and the value of using customer relationship management (CRM) applications.  In order to increase business, increased revenue per customer and create a competitive advantage in a cost effective manner. 2. Objectives The study has three main objectives; * The undertake  a critical review of the sue of databases and their functions with specific attention paid to the use of CRM databases in order to assess the potential value they may  have when implemented in a Kazakhstan hotel. * To study the interaction between the users of the databases such as employees and customers where there is an external booking interface,  in order to assess the perceptions of these different actors and evaluate the ways in which these perceptions may help or hinder the creation of value with the use of  a CRM system, on a Kazakhstan hotel. * To create a set of recommendations concerning the way in which a CRM database and its components can be chosen in  order to add value from the perspective of the customers and the employees. These recommendations will be made specifically for the Kazakhstan market. 3. Literature Review Databases have the