NEW TRENDS IN CUSTOMER RELATION MANAGEMENT IN TRAVEL INDUSTRY. THE CASE OF ALBANIA

This paper focuses on the use of ICTs in the organisation and management of customer relations in the travel and tourism industry and elaborates on their potential evolution. The paper uses the results of an exploratory study involving detailed interviews in 18 companies across all main types of business activity in the industry (airlines, travel agents, tour operators, passenger transportation companies). The companies were based in Albania and the interviews were conducted in spring 2005 using a structured interview questionnaire. The questionnaire was divided into four sections each looking respectively at: 1. The functional changes occurring in business functions related to CRM 2. The organisational changes brought about by e-CRM 3. The impacts of change, and 4. The drivers, barriers and perspectives from the introduction of e-CRM This paper will contribute to achieve the goals by analysing evidence on the multiple changes brought about by the new economy in the socio-economic system and their policy implications. It will offer a synthesis of the overall conclusions, and present scenarios for the evolution and socio-economic impact of the digital economy in Albania and Macedonia. It will offer a synthesis of the overall conclusions, and present scenarios for the evolution and socio-economic impact of the digital economy in Albania and Macedonia.