Online relationship marketing : the case of Singapore hotels.

• Main Authors: Sim, Cheow Joo., Tan, Hong Ling., Tan, Janice Kwee Ling.
• Other Authors: Gan, Lydia Loo Geok
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/9403
• Institution: Nanyang Technological University

This paper aims to investigate the level of Internet adoption by Singapore hotels for the purpose of relationship marketing (RM). A RM model was created as a means of developing a measurement instrument to allow content analysis of the current development of Singapore hotel websites.