Revenue Management inom Hotellföretag - En studie av Revenue Management och sex Hotellföretag

Sammanfattning: TITLE: Revenue Management inom Hotellföretag - En studie av Revenue Management och sex olika hotellföretag COURSE: SMKK01, Degree Thesis, Undergraduate Level, 15 ECTS AUTHOR: Jack Duong SUPERVISORS: Eva Åström and Fredrik Nilsson KEY TERMS: Revenue Management, Hotel, Pricing, Marketing, Customer loyalty, Customer Relationship management PURPOSE: This thesis aims to describe and examine how different Hotel companies work with Revenue Management. Furthermore, this thesis also aims to examine potential conflicts between the use of RM and the creation of long-term customer relationship. METHODOLOGY: A qualitative study have been conducted to fulfill the purpose of the thesis. The primary data collection were based on nine interviews with hotel industry practitioners. The secondary data have been collected through various sources of literatur on Revenue management and customer relationship management. THEORETICAL FRAMEWORK: The theoretical framework is made up by fundamental theories about Revenue management in which the method, process and Cross’ core concepts and articles from Journal of pricing and Revenue management been of particular importance. The theoretical framework is furthermore made up by theories regarding customer relationship management. EMPIRICAL: The empirical findings is based on nine conducted interviews with hotel industry practitioners. The empirical material shows how the actual Revenue Management work is being conducted at various hotels. The material also shows potential problems that arises between Revenue managements allegedly short-term focus and the creation of long- term customer relationship management. CONCLUSION: This study concludes that the original theoretical framework relatively well match the empirical foundings, However, some differences have been identified. The essay have also shown that Revenue management, if used wrongly could affect the creation of long- term customer relationship in a negative way.