Examining the effect of customer Relationship management crm dimensions On organisation performance an empirical Analysis of hotels in assam

Abstract

The purpose of this study is to investigate the relationship between CRM dimensions newline(Customer Orientation, CRM Organization, Knowledge Management, and Technology newlinebased CRM) and various dimensions of organization performance (Learning andGrowth newlinePerformance, Internal Process Performance, Customer Performance, and Financial newlinePerformance) in Assam hotels. newlineThe results emanated from the analysis of the data collected from 410 employees newlinecomprising the hotel managers of 30 hotels (3 starsand above) in Assam. The analyses were newlineaimed at fulfilling the following objectives: (a) To study the concept of Customer newlineRelationship Management (CRM) in general and hotel industry in particular (b)To newlineunderstand the dimensions of Customer Relationship Management and Organization newlinePerformance Dimensions in hotels taken under the study (c)To evaluate the strength of newlineassociation between the dimensions of Customer Relationship Management and newlineOrganization Performance Dimensions in hotels (d)To assess the extent to which newlinedimensions of Customer Relationship Management influence the Organization newlinePerformance Dimensions in hotels (e)To propose suitable suggestions/recommendations newlinebased on outcome of the study. newlineThe results emerged from the study have been done by analyzing the data collected from newlineboth the secondary and primary sources. To test the validity and reliability of the newlinequestionnaire, the study employed Cronbach s coefficient on all constructs and newlineadditionally, a pilot study was conducted to assess the construct s validity. As per the newlineobjectives of the study, the data was analyzed by using Statistical Package for Social newlineSciences (SPSS) to determine the results and to substantiate the hypothesis tools like newlineDescriptive Analysis, Factor Analysis, Pearson Correlation and Multiple Regression newlineAnalysis were used. newlineThe results of this study suggest that all dimensions of CRM (Customer Orientation, CRM newlineOrganization, Knowledge Management and Technology based CRM) have a positive and newlinesignificant impact on different dimensions of organization performance in