Volume : I, Issue : VI, March - 2012

A study of Relationship management with customers in hospitality sector

Afreen Nishat A. Nasabi

Abstract :

Travelers of today are becoming more price sensitive, less and loyal and more sophisticated unlike yester–years when they had less options to choose, and loyalty was high and anything added value to the customer . Today, in order to enhance guest loyalty, hotels are focusing on developing Customer Relationship Management (CRM) strategies that aim to seek, gather, store and share guest information throughout the entire organization for creating personalized, unique guests experiences. The fault, it appears, is not that CRM reward programs have failed, but that such programs have not been fully developed. The solution involves enhancing the use of CRM tools, especially the capability to capture and manage the immense amount of available data to learn much more about customer behavior –– and then fashion marketing programs appropriately. Customer co creation is the need of the hour. Hoteliers must realize that the bargaining power of customers is growing rapidly and the businesses have least to do than to heed to the demands of customers. This paper highlights the study of the importance of maintaining relationship with customers of hospitality sector– with a backdrop of some leading hotels around Dharwad region  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Afreen Nishat A. Nasabi A study of Relationship management with customers in hospitality sector Indian Journal of Applied Research, Vol.I, Issue.VI March 2012

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