The impact of system integration on crm performance a study of indian hotel industry

Abstract

The CRM system integration can be defined as how various systems in hotels such as newlineCRM software systems, various means of communication technologies and human newlineresources that are combined together to integrate the system of hotels and its various newlineimpact in customer satisfaction, making strategies and day to day operation of hotel. A newlinestudy of system integration and its impact is something that requires renovation or up newlinegradation and this study could be catalyst in many ways. Rapid changes in technology and newlinechanges in customer s everyday life have enabled successful implementation of CRM newlineconcepts and new forms of communication. CRM systems help Hotels to effectively newlinecoordinate efforts to present a unified message to individual customer. newlineThis study explored various factors and its impact on hotel s physical and financial newlineperformance. Both quantitative and qualitative methodologies were employed in this newlinesurvey. A number of statistical tools such as frequency and percentage, Pearson s newlinecorrelation analysis, Anova test were adopted to test the hypothesis (quantitative newlinemethodology). And as qualitative research methodology a structured questionnaire newlinecontaining open and close ended questions was designed and used as the instrument in newlinecollecting data from targeted sample size. This study was carried out in urban India newlinespecifically in Delhi and NCR including Gurugram, Noida and Gaziabad respectively newlineincluding 3-, 4- and 5-starhotels. newlineThis study focused on CRM systems, their integration and impact on performance of the newlineselected hotels. Findings of the study clearly indicate from regression analysis with the newlineexception of information quality, all the remaining categories of measures of information newlinesystem success were found to have significant positive impact on CRM performance. newlineLikewise, from correlation analysis all categories of measures of information system newlinesuccess were also found to have a significant positive relation with CRM performance newlineexcept information quality. newlineKey Words: customer relationship ma