Importance Of CRM In Hospitality Services And Its Impact On Customer Satisfaction: A Study Of Hotels In Indore

In the era of globalization there is an increase in competition and with this competition the methods of operating a business organization has changed drastically. Customers are the reason for existence which has resulted in increasing Customer expectation in Global scenario. Customer Satisfaction has converted into a critical issue which decides the success of any organization. It is one of the major factors which have to be taken into consideration. It is the demand of market to find out a way to make and feel your customer satisfy. The Concept of Customer Relationship Management (CRM) has emerged as magic stick and it describes the way to reach “Customer delight ness”. CRM includes basically understanding the customer’s need and requirement and the essence of CRM is Customer Retention. The Application of CRM in Hospitality Industry is required to increase the satisfaction level of customer and resulting in maintaining long term relations, helping the Social Recognition and developing Customer loyalty too. Bottom line is that “Positive Word of Mouth” brings lot of advantage along with it like reducing marketing cost, increasing profitability, reducing Customer turnover, maintaining market share and a better Return on Investment.