Article : Customer Relationship Management And Tourism Industry, Study Of Correlation Among Different Elements Of CRM And Perceptual Differences Of Domestic And Outside Tourists

Title

Customer Relationship Management And Tourism Industry, Study Of Correlation Among Different Elements Of CRM And Perceptual Differences Of Domestic And Outside Tourists

Author

Shakeel Ahmad Sofi, Shabir Majeed

Customer relationship management is an important concept and it has greater role in tourism industry. Customer relationship is not only about removing defections in one’s own business process but how you maintain the panel of satisfied customers ,how you are able to build strong relationship with your customers, how you are able to transform prospect and potential customer into not only a loyal customer rather taking him to a partner level. This study stresses on the level of customer relationship present in tourism industry in Srinagar City where focus has been on relationship between Customer and Hotel Management. A 32 item Questionnaire has been used to collect data from different hotels in Srinagar and it major five elements of CRM including Customer Interaction Capability, Customer Relationship upgrading capability, Customer Win back strategies , CRM technology Updating and customer orientation strategies , the findings show that there significant perceptual difference between Outside and domestic customer towards these components

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