Customer Relationship Management in Hospitality Industry An Empirical Study of Hotels in Punjab

Abstract

Customer relationship management is an emerging tool that enables marketers to maintain their presence in the marketing environment. Increased profitability and greater customer loyalty are two key needs for any organization. These are obtained by effective and strategic use of customer relationship management. There is limited research work which describes the relationship between customers and management. So, it is great challenge for researcher to provide a conceptual model that explains the relations between customer relationship management dimensions and hotel performance. Hence, the challenge for a service firm is how to convert a transaction based relation into an emotionally bonded loyal one, which only can be facilitated with synergistic approach of relationship marketing elements along with high standard of service quality delivery. The objective of the study is to produce astute results by carrying out research in the areas of relationship management in hospitality context and within the limits of hotels in Punjab. The findings of the study are based on the data collected from primary and secondary source. The study is recommended that customer relationship management activities in the hotels make the hotels more competitive to ever changing customers trends. Customer relationship management tool play a significant role in managing and establishing customer hotel relationship in hotels in Punjab. In the last years, customer satisfactions have attracted huge attention for each and every business transactions. In this cutthroat economy, it s a difficult task for professionally managed service organizations to retain and sustain customers by providing services differentiation and innovative branding strategy. Specifically in hospitality industry maintaining long-term relationships for retaining customers and expecting loyalty from them is very much difficult. It is a major task for today s smart marketers and hoteliers to cater the diverse and specific needs of their customers in a very profitable and mu