Η εφαρμογή της διοίκησης των σχέσεων στη διαμόρφωση στρατηγικής των ελληνικών ναυτιλιακών επιχειρήσεων. Δεδομένα από τον κόσμο της ελληνικής κρουαζιέρας
The implementation of customer relationship management in strategy formulation for the shipping companies in Greece. Facts and figures from Greek cruise industry
KeywordsΚρουαζιέρα ; Ελληνική ναυτιλία ; Διοίκηση σχέσεων ; Μάρκετινγκ κρουαζιέρας ; Προώθηση ; Cruise ; Greek maritime industry ; Customer relationship management ; Cruise marketing ; Promotion
Travel and tourism are the most important service industries in Greece with a massive impact Greek economy. However, during the last few years, the cruise industry in Greece has confronted dramatic changes. While the demand for cruise package deals is still quite heavy, the free market forces the private shipping companies to strive even harder in order to retain their existing customer list and if possible renew it. The capability to offer high quality services in the cruise industry requires knowledge, longstanding experience and multiple skills as in theoretical and technical level, as in services. One of the most important assets at the shipping companies disposal is the Shipping Marketing Strategies, which is still in preliminary level in our country, and most of the journals and books only refer that those strategies should be implemented, without further insight into this issue. That is the main reason why I decided to engage deeper with this specific issue. The main purpose of this paper is to note down, analyse and examine thoroughly the opinions of Greek cruise companies employees on how the Marketing department of those companies contributes to the conformation of this specific strategy. Additionally, I attempted to define the main targets of those companies and the factors which affect the travellers-customers’ choice of a particular cruise line, according to the employees. In order to accomplish the goal of this project, I abstracted plenty of online information, while a questionnaire, which was addressed to shipping executives who are engaged in the cruise industry either exclusively or partially, was my basic tool for the primary research. The intention of this particular process was the extraction of safe and reliable results and conclusions regarding the role of the marketing department in the Greek shipping companies, combined with the opinions of the shipping industry employees on the subject matter.