2. The importance of Customer Relationship Management and social media in the Greek wine tourism industry
BELIAS D., VELISSARIOU E., KYRIAKOU D.,
VASILIADIS L., MANTAS C., SDROLIAS L.,
ASPRIDIS G., KAKKOS N.

3. Introduction Historical Use:
Greece: the wine was widespread among people of all walks of life
Early societies: was restricted to the “elite”.
During the last decades:
“Learning from the best” (France, Italy, Spain)
Export character
13th major wine producer in the world (2012)
Contribution in the local economy mostly with the wine-tourism
Examining:
The value of CRM and of social media in the wine tourism?

4. Methodology Critical review of the literature
Collecting References over CRM and social media
Using online bibliographic databases (Science Direct, Emelard, EBSCO, Google Scholar, Scirus)
Included articles from scientific journals, books, conference proceedings, company papers and studies, white papers, online sites, online journals.

5. Customer Relationship Management and the case of the wine tourist industry
CRM’s Goals:
customer acquisition, profitability, and retention
Customer must be centric (focus on customer profitability as compared to line profitability)
CRM’s Advantages:
Customer relationship can create a committed customer
Provides a point of leverage to realize economies of scale
Can help reduce chum or turnover in an organization’s customer base

6. What CRM is?
A technological system of information handling and analysis (Croteau & Li, 2003)
A sales or marketing function only (Ragins & Greco, 2005)
Effective CRM is more than a software solution; it is about how customer information is used to create an ongoing relationship with the customer (Ragins & Greco, 2005)
Holistically view of CRM, as a part of all of the organization’s processes, from marketing to data collections (Bose & Sugumaran, 2005)
Online CRM can enhance the value of the relationship for both customers and the e-Business
The wine industry is a service-based experience. The provider of the service must be flexible in terms of how the company interacts with the customer (Carmichael, 2008)

7. Social media and Greek wine-tourism [1]
The conversation prism (Solis, 2014)

8. social media chart, known as the conversation prism, it was created to organize social media into types and based on their everyday usage (Solis, 2014)
What social media are?
S.M. are computer-mediated tools that allow people to create, share, or exchange information, career interests ideas, and pictures/videos in virtual communities and networks (Buettner,2016)
S.M. are the many relatively inexpensive and widely accessible electronic tools that enable anyone to publish and access information, collaborate on a common effort, or build relationships (Murthy, 2013)

9. Social media and Greek wine-tourism [2]
Telephone, s, SMS
Conversations, Games, Tutorials
Traditional Media, Newspapers,
Books, Radio, Firms, Lectures
A social media framework (Dann and Dann, 2011)

10. Dann and Dann have formed a social media framework based on 3 elements, which interconnect social interaction, content and communication media:
Social Interaction
Content
Communication media

11. Social media and Greek wine-tourism [3]
Social media classification and focus (Kaplan and Haenlein, 2010)

12. Kaplan and Heinlen (2010) presented 3 theories:
The social presence theory - The higher the social presence, the larger the engagement of the users to the social media can be (Short, Williams and Christie, 1976)
the media richness theory
the social process theory
Goffman (1959):
The theory of self-presentation
Social media and the wine tourist sector
Mitchell (2006) argues that the word of mouth has a significant impact on wine tourism
Pikkemaat et al (2009), the consumer in the wine industry is very delicate and he or she does not trust social media

13. Conclusion The wine tourist market is the emerging tourist niche
Greek wine market encounter problems to their export performance
Wine firms would benefit by the use of CRM and social media
State and local authorities must provide the necessary tools (educational programs, funds for SMEs).
Future research with interviews on enterpreneurs – better understanding the use and contribution of CRM and social media at the wine market.

14. Bibliography
Armstrong, G. and Kotler, P., Marketing: An Introduction, 12th edition, Pearson Education, 2015.
Bose, R. & Sugumaran, V., “Application of Knowledge Management Technology in Customer Relationship Management”, Knowledge and Process Management, 10 (1) 3-17 (2003).
Buettner, R., “Getting a Job via Career-oriented Social Networking Sites: The Weakness of Ties”, in 49th Annual Hawaii International Conference on System Sciences, IEEE, Kauai, Hawaii, 2016.
Butler, S., “Changing the Game: CRM and the e-World. Journal of Business Strategy”, 21 (1) (2004).
Carlsen, J., “Assessing service quality at wineries and cellar doors through service mapping”, International Journal of Wine Business Research, 23 (3) (2011).
Charters, S., Wine and society. The social and cultural context of a drink, Elsevier Butterworth-Heinemann, 2006.
Chue, J. & Gerry, M., “Customer Relationship Management: People, process and technology”, Business Process Management Journal, 7 (4), (2002).
Cook, S., Customer Care, how to create an effective customer focus, Kogan Page Limited, 2008.
Croteau, A-M. & Li, P., “Critical Success Factors of CRM Technology Initiatives”, Canadian Journal of Administrative Sciences, 1, (2003).
Dann, S. & Dann. S., E-Marketing: Theory and Application, London, Palgrave Macmillan, U.K., 2011.
Dyche, J., The CRM Handbook: A Business Guide to Customer Relationship Management, 1st Ed., Addison-Wesley Educational Publisher Inc., London, (2001).
Pitoska, E., “Entrepreneurial and Developmental Dynamic of Wine Tourism: A Case Study”, STUDIA UBB NEGOTIA, LVII, 4, 83 – 91 (2012).
Ragins, E.D. & Greco, A.J., “Customer Relationship Management and E-Business: More Than a Software Solution”, Review of Business, 1 (1) (2005).
Romano, Jr. N.C., “Customer Relationship Management for the Web-Access Challenged: Inaccessibility of Fortune 250 Business Web Sites”, International Journal of Electronic Commerce, 7 (2) (2005).