CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY AND RETENTION IN HOTEL INDUSTRY OF JHARKHAND

In the current business environment in which firms are operating, there has been a rise in the level of competitor among the key players. As a result, there is the need for the firms to ensure that they devise strategies in order to be more competitive than their counterparts. The use of highly effective customer relationship management systems have been found to be highly effective in ensuring that firms gain a competitive edge over the rivals. This paper was mainly aimed at exploring customer relationship management (CRM) on customer loyalty and retention in Hotel Industry of Jharkhand. The key hypothesis include: Customer relationship management systems enhances customer satisfaction within the hotel industry in Jharkhand and Customer relationship management systems enhances the loyalty of the customers. The population which is targeted by this research are hotel administrators. This covers all the hotels in the state of Jharkhand. Convenience sampling was used by the researcher in order to get the sample population. A sample size of 50 hotel administrators was chosen for the purpose of the study. The hotels in the sample were drawn from 10 major cities including: Jamshedpur, Dhanbad, Ranchi, Bokaro Steel City, Deoghar, Phusro, Hazaribagh, Giridih, Ramgarh as well as Medininagar. In each city, hotel administrators from the top five hotels were selected as the sample for the study. For the collection of data, the researcher adopted questionnaires. The questionnaires were administered through the use of email. An email was sent to each of the respondents. After the collection of data from the respondents through the use of the questionnaires, analysis was done by use of SPSS software. SPSS was used by the researcher due to the fact that a number of advantages are associated to it. Key among the reasons for the selection of SPSS include the ease with which the software can be used during the process of analysis. The findings of the research pointed out those customer relationship management systems enhance customer satisfaction within the hotel industry in Jharkhand. It also established that customer relationship management systems enhance the loyalty of the customers.