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HBRcase: Harrah`s Entertainment

저작시기 2011.04 |등록일 2011.07.14 워드파일MS 워드 (docx) | 2페이지 | 가격 2,000원

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Since the legalization of the casino industry around the United States, Harrah’s has seized this opportunity to establish itself as a leader in the gaming business. Harrah’s has distinguished itself from other casinos through its persistent investment on sustaining customer relationship, thus gaining access to customer’s personal information. This has enabled Harrah’s to go beyond by simply delivering good service to a more personalized level of satisfaction, ultimately being able to discern loyal customers. Thus, the sustainability of Harrah’s actions and strategy comes from its consistent emphasis on customer relationship through its Database Marketing (DBM) as well as its integrated operations approach on all of its properties through the use of information technology.

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Question: What is the sustainability of Harrah’s actions and strategy?

Since the legalization of the casino industry around the United States, Harrah’s has seized this opportunity to establish itself as a leader in the gaming business. Harrah’s has distinguished itself from other casinos through its persistent investment on sustaining customer relationship, thus gaining access to customer’s personal information. This has enabled Harrah’s to go beyond by simply delivering good service to a more personalized level of satisfaction, ultimately being able to discern loyal customers. Thus, the sustainability of Harrah’s actions and strategy comes from its consistent emphasis on customer relationship through its Database Marketing (DBM) as well as its integrated operations approach on all of its properties through the use of information technology.
Philip Satre, the CEO of Harrah’s back in 1984, felt that communicating with its customers was a crucial part of success in the gaming business since the early stage of Harrah’s development and started to develop a national database called the Winner’s Information Network (WINet). The purpose of such a system was to integrate all data from each of Harrah’s properties, to identify key market segments, and to create customer profiles.

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