| Resumen |
This research analyzes the extent to which Mexican hotels and particularly Small and Medium-sized Enterprises (smes) have developed a strategy that helps them to manage customer relations. In this article we try to identify the practices that frequently appear in the commercialization process of a company in order to achieve an adequate relationship with clients by traditional means or through the Internet, observing the basic actions of information management of personnel and supplies of products and services. The effects of a customer relationship management are also considered in terms of loyalty and satisfaction, as well as the impact of retention and acquisition practices of new markets and buyers. On the other hand, we seek to establish the basis of a relational strategy, to subsequently rely on an electronic tool that will help hotel businesses to effectively manage services, products and reservations, and thus to provide its customers with a service as fast and efficient as possible. |
