Identification and Validation of CRM Factors on Customer Satisfaction and Loyalty in the Mid-Market Segments of the Hotel Industry
Anand Pd. Sinha, Sanjeev Kr. Srivastava, Rohit Kr. Pandey, Ashok Kumar Asthana · International Journal of Research in Advent Technology · 2019
Due to fierce competition in the hotel sector, it is essential to initiate and manage long-term and strong relationship to ensure customer satisfaction. The importance of customer relationship is very well identified and accepted by many leading hotel organisations, especially in the global competitive market. Some of the critical CRM elements considered and measured in this study are behaviour of the employees, hospitality management, service quality and relationship management. The hotel business organisation that wish to offer top quality service and gain competitive edge over others, application and implementation of Customer Relationship Management (CRM) programme provides a valuable opportunity to improve satisfaction and loyalty by increasing customer value. This paper examined the effectiveness of customer relationship management (CRM) elements on customer satisfaction and loyalty. This paper is also to make a framework conceptual model to review identification of factors that analyse the relationship of the customer satisfaction and loyalty through CRM variables by anticipating their expectations and taking course of action within their ability to satisfy needs.