Work

The use of CRM instruments in agritourism – on the example of agritourism farms in the Opole Province

Year: 2015

Type: article

Abstract: The aim of this paper is to identify key CRM instruments used by agritourism farms located in the Opole Province. In this paper documentary method and diagnostic survey method were used. In the first phase of the research, within documentary methods, an analysis of statistical material from secondary sources was conducted in order to make an inventory of agritourism farms located in the Opole Province. In this paper diagnostic survey method (CAWI) was used. Empirical study was conducted from March 2014 to April 2014 among owners of 35 agritourism farms from the Opole Province associated in Agricultural Advisory Center (AAC). The results of the study indicate which CRM instruments are the most popular in the surveyed agritourism farms in shaping relationships with customers to encourage their loyalty.

Source: Zeszyty Naukowe Uniwersytetu Szczecińskiego Service Management

DOI: 10.18276/smt.2015.16-05

Authors: Agnieszka Gawlik, Barbara Woś

Institution: Opole University of Technology

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2512453983

FWCI:

Cites: 10

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Related to: 10