The Impact of Effective Customer Relationship Management (CRM) in Hotel Industry.

Marketing

This study which was done is to determine the impact of Customer Relationship Management (CRM) in hotel Industry. CRM is an important tool or an approach which helps In growth of business in all the organization or firms. In this context, the importance of CRM concept in hotel industry for their growth and profitability has been discussed. The objectives of the study were to determine if CRM has an impact on customer loyalty. For new hotels acquiring new customers are important for their business growth, while for the old customers customer loyalty is important, Since acquiring new customers is a costly affair then retention of old customers. Even a comparison in made between high/medium tariff and low tariff hotels in this study. Most of the respondents had heard about the hotel from newspaper and referrals from people who had used the hotel. Most of the respondents agreed that they would come back to the hotel where good practices have been followed by the hotels for customer satisfaction.

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