Znaczenie Internetu w kształtowaniu relacji hotelu z klientami na przykładzie hoteli województwa pomorskiego
Importance of the Internet in Shaping Hotel’s Relationships with Clients on the Example of Pomeranian Province

Summary/Abstract: An aim of considerations is to describe the possibilities of making use of the Internet for shaping relationships with hotels’ clients and to examine in what extent those possibilities are used by Pomeranian hotels. As the research tool there was used the method of Internet exploration (browsing Internet sites of the hotels surveyed) and phone interview. The carried out surveys show that Pomeranian hotels use the Internet moderately for customer relationship management, and there is observed the statistically significant dependence between the hotel category and the use of e-CRM tools. Higher-category hotels significantly more often commit themselves in such actions. The article in the theoretical layer provides managers with the opportunities to make use of the e-CRM tools, and in the research layer it allows for comparison of their activity in this area with competitors as well as thus it indicates the possibilities to gain competitive advantage in the market in question. The article is of the research nature.

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