Assignment Paper

Read the open access Rosman & Stuhura (2013) article The implications of social media on customer
relationship management and the hospitality industry. Briefly address the topics below in a 500-word written
assignment. Cite other journal references available in the Reference Article module, or in the PBSC library
databases, where appropriate. Use standard APA format, provide proper in-text citations for all references,
and place a reference list at the end. Do NOT copy and paste material directly from the articles. See grading
scale for further information. To submit, select the Written Assignment link, attach your document file, then
select Submit.
Section I – Use a Level 1 heading: Three steps in building relationships
List and discuss the three customer relationship steps outlined on pages 20-21
Section II – Use a Level 1 heading: EWOM
Define and discuss the term EWOM. Explain how this concept influences customer relationships for users of
internet travel sites. Provide any personal examples from your experience.
Section III – Use a Level 1 heading: CGM
Define and discuss the term CGM. Explain two ways a hotel chain might use this concept to build
relationships with its customers. Provide any personal examples from your experience.
Section IV–Use a Level 1 heading: Building relationships for all customers. Based on the analysis put forth by
Rosman and Stuhura, demonstrate your skill at building relationships for all customers of an organization.
Accomplish this by proposing a Social Media CRM strategy that you, as the executive for a hotel chain, would
employ to “keep your customers from ‘straying’ to opposing brands” (as cited in the article). Address how
different customer behavior styles might react to your strategies. Discuss the strengths, weaknesses, and
challenges with your proposal.