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Level 5 Diploma in Tourism and Hospitality Management

Relationship-Building and Loyalty Strategies

THM505 · Tourism and Hospitality Customer Relationship Management — Week 6 of 16

CourseTHM505
Week6 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Relationship-Building and Loyalty Strategies

  1. Multi-tiered loyalty programmes
  2. Omnichannel communication strategies
  3. Personalised guest experiences
  4. Service recovery and churn prevention
  5. Introduction to building customer loyalty online | Google Digital Marketing & E-commerce Certificate
  6. Relationship Marketing

What you will be able to do

  • 2.3 Analyse the different techniques and methods organisations can apply to increase customer relationships and customer loyalty.

Activity

Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: analyse the different techniques and methods organisations can apply to increase customer relationships and customer loyalty.

Study materials

Videos

  • Introduction to building customer loyalty online | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 32 min · for registered students
  • Relationship Marketing · YouTube · Galton College · 22 min · for registered students
  • Relationship Marketing · YouTube · Galton College · 32 min · for registered students

Further resources

  • Principles of Marketing, ch. 15.6: Sales promotion and loyalty programmes · PDF · OpenStax, textbook chapter; pp. 518–521 · for registered students
  • Multi-Vendor Loyalty Programs: Influencing Customer Behavioral Loyalty? · Reading · Reading, article · for registered students
  • Service Recovery Expectation and Recovery Justice in E-Retailing · Reading · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 5Week 7
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of CRM in Tourism and Hospitality
  • Week 2: Cross-Functional Integration of CRM Systems
  • Week 3: Factors Influencing CRM Implementation
  • Week 4: Customer Decision-Making Models
  • Week 5: Determinants of Hospitality Consumer Purchases
  • Week 6: Relationship-Building and Loyalty Strategies
  • Week 7: Team Dynamics and Organisational Value
  • Midterm: Midterm evaluation
  • Week 9: Managerial Leadership in Team Development
  • Week 10: Monitoring and Measuring Guest Experience
  • Week 11: Strategic Customer Experience Enhancement
  • Week 12: Applying Tourism and Hospitality Customer Relationship Mana…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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