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...Chapter learning aims to enhance your understanding of the rationale for customer relationship management crm fundamentals an effective loyalty programme opportunities stimulate word mouth wom referrals key terms commitment by a return business make further purchases and or recommend others philosophy technology strategy tactics making use information increased ewom powerful organic source brand image development that occurs naturally where firm can actively encourage satisfied customers create conversations about with in their network also known as influencer marketing ultimate aim any promotion is generate sales greater amount are form repeat benefits small tourism businesses put lot effort attract new who should then be regarded resource capitalise on mutual benefit shouldn t confused satisfaction built but doesn always lead perception how needs were met during past service transaction whereas future behavioural intention action could very yet quite easily switch another offering ch...