EFFECT OF DEMOGRAPHIC FACTORS OF MANAGERS ON CRM PRACTICES IN SELECTED HOTELS OF SOUTHERN RAJASTHAN

Service industry is becoming very vast and big and hospitality industry earns the most amongst all service sectors. The Hospitality industry offers a huge potential for Social CRM. The Hospitality industry thrives on two basic factors- Segmentation & Uniqueness. Apart from the regular promises of customer satisfaction, it is the Identity or rather the personality of the hotel that really matters. And not to forget the Stand-out factor, that every hotel has on offering, as compared to its competitors. All these factors contribute towards the building of trust and customer loyalty, and eventually prolonged profitability. Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. Southern Rajasthan covers many well renowned hotels which bears importance at international level too. However, there is limited research that reveals the relationship between demographic variables and CRM practices followed by the hotels of Southern Rajasthan .This study is an attempt to excogitate the importance of CRM in hotels of Southern Rajasthan with regards to the opinion of hotel managers