Article : Practice Of Customer Relationship Management In Hotels Of Jammu And Kashmir

Title

Practice Of Customer Relationship Management In Hotels Of Jammu And Kashmir

Author

Kaiser Qayoom Malik

Customer relationship management has been viewed critical  to the success of any business firm in today’s relationship era with the growing understanding that acquiring new customers is for more expensive then maintaining existing ones .in hotel industry also customer satisfaction / customer retention is largely hooked upon the practice of customer relationship management .hoteliers which are able to make on going relation with its customers gains customer loyalty greater profits and less acquisition costs, then those who fail to maintain relationship with theircustomer’s.in this view of strategic and growing importance of CRM for corporate success and growth, an attempt has been made in the present study to see the implementation and the impact of customer relationship management on customer satisfaction and customer retention in the hotels of Kashmir region. Based on data gathered with the help of questionnaire from 162 respondents representing 81  hotels of A,B,C grades respectively .the research concludes that there is a significant impact of implementing CRM on customer satisfaction which lead to customer retention .the study also finds that hotels with high grade rating reported high level of CRM practice but overall improvement is needed in all dimensions particularly improvement in communication and technology and focus on key customers .in order make hotel services more effective and efficient. 

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