Creative Commons

This dissertation was written as part of the MSc in Hospitality and Tourism Management at the International Hellenic University. The progress of the economic value from services to the creation of memorable experience forces the hospitality industry to foster new practices that can respond successfully to new customer needs. CEM and CRM are two managerial practices that can be used to in hospitality to respond to the new customer’s expectations. The treasure trove of every business is the customer satisfaction and retention since it costs five times more to attract new customers. Hence, the successful creation and design of customer experiences can achieve this goal and respond to new customer requirements. In recent years, we observe the advent of new technological advancements in the hospitality industry that have brought a new era to the whole sector. The use of biometrics, self-check-in, augmented and virtual reality, robotics, voice-empowered devices and chatbots are some of the most popular innovations. All these breakthroughs have caused a change in many traditional hospitality processes affecting both the hotel functionality and the customer experience. The aim of this research is to identify if the customer satisfaction would be intensified by the implementation of CEM, CRM and the brand-new technological innovations by thelodging providers. Moreover, it will be indented to unveil the level of frequency Greek hotels implement CRM and CEM practices and which innovations are more popular to the Greek audience.