Angamuthu, B (2015) IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION AND ITS ROLE TOWARDS CUSTOMER LOYALTY AND RETENTION PRACTICES IN THE HOTEL SECTOR. BVIMSR’s Journal of Management Research, 7 (1).

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Abstract

Customer Relationship Management (CRM) is the strongest and the most efficient approach in maintaining and creating
close relationships with customers in the service sectors including hotels. Moreover, effective CRM implementation will attain to increased revenue from business through the acquisition of new customers and retaining existing customers, reduced operative cost of hotel business, increased customer satisfaction and ensuring that long term profitability and sustainability. In order to, this descriptive research aims to analyze the relationship of CRM practices on customer satisfaction in the hotel sector. Further, this study examines that the impact of customer satisfaction on customer loyalty and customer retention practices in the hotel sector. Field survey has been conducted with the help of questionnaire and the
responses were collected from 100 customers who have been used the hotel services at least one whole day in
Uthagamandalam Taluk of Nilgiris District. Multi-stage sampling technique has been adopted to select sampling area.
This study reported that execution of CRM practices like customer relationship upgrading capability, customer orientation strategies, customer value, customer interaction management practices, customer contact programmes and CRM
technology positively connected with customer satisfaction in the hotel sector. Finally, it can be concluded that the
customer satisfaction is significantly and positively associated with customer loyalty and their retention practices in the hotel sector.

Item Type: Article
Uncontrolled Keywords: CRM, Service sector, Hotel industry, Customer Satisfaction, Customer loyalty & retention
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 02 Mar 2022 05:13
Last Modified: 02 Mar 2022 05:13
URI: http://ir.psgcas.ac.in/id/eprint/516

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