Emerging Role of Customer Relationship Management in Hospitality Services: A Study of Hotel Sector in India

Today, in this ferocious competitive economy customers are the centre for each and every business transactions for each and every sector. And in the global market scenario, customers are the sole reason for the existence of every business organization. Moreover Customer satisfaction is the strategic mantra to achieve global competitiveness and sustainable growth. Therefore, in this emerging economy Customer Relationship Management (CRM) concept has emerged as a popular business strategy. It is all about the application of innovative marketing technology that not only retains the existing customers but also acquires new customers. Usually for service sector like hospitality and hotels CRM practices are being widely adapted to support customer satisfaction, customer retention and profitability through establishing long term relationships with the customers. The proposed study will provide an insight into the technological innovation in hotel industry to develop their relationship with their guests/customers. The main purpose of this study is to understand the strategic role of CRM technology to transform hospitality services in India with respect to Hotel operations. Based on the data collected through secondary sources; this paper makes an assessment of the extent of the awareness and innovativeness prevalent among hotel sector in India.