solved Discuss how the SERVQUAL and CRM models can combine and

Discuss how the SERVQUAL and CRM models can combine and work together to improve tourism service delivery. According to Masberg and colleagues, “to the customer, only service may distinguish a business from its competition” (Masberg, Chase, & Madlem, 2003, p. 19). While specific customer service jobs require different skills, building an overall customer-oriented organization may better meet customer expectations. Businesses can choose to implement tools to determine customer satisfactions levels, such as the SERVQUAL technique that compares customer perceptions of quality against customer expectations (Morrison, 2010). The text explores the reasons good customer service is critical to our industry. And with the acronym RATER, we now understand the basics of what a customer might expect from an organization. Together, these concepts can form the basis of a customer relationship management (CRM) strategy for tourism and hospitality businesses.
Purpose:
These exercises are designed to improve your critical thinking skills and your analytical writing abilities. For each theory assigned, you must write a one-page essay, due on the day indicated on the Moodle drop box provided.  This essays should have the following sections:

Title:
The first line should contain a brief title expressive of the main point of your essay.
Summary:
Very briefly summarize, in your own words, the main idea and purpose of the theory.  This should be no more than a short (3 to 4 sentence) paragraph. These essays are exercises in analytical thinking and critical writing, not in creating a simple summary of the theory.  Here you may use a diagram (use smart art or drawing tools in word).  If you use a diagram include it as an appendix on a second page.  It will not count towards the length of the essay.
Analysis:
Analyze how this theory can be applied in creating tourism strategy and policy. This analytical section should be the bulk of your essay. In this section you should discuss how the theory can inform decision making and the creation sound tourism policy.  Discuss the strengths and weaknesses of the theory and possible ways to mitigate those weaknesses.

This section must include secondary research into the theory and its’ application.  You must provide at least two additional outside sources of information that are properly cited and referenced in APA format.
Conclusion:
Very briefly conclude, in your own words, why this theory is important in studying tourism.  This should be no more than a short (2 to 3 sentence) paragraph..