Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: This empirical research study was carried out to evaluate Customer Relationship Management (CRM) practices followed in selected hotels from selected cities viz., Ahmedabad, Surat, Vadodara, and Rajkot of the Gujarat State.

Methodology: Structured questionnaire has been used to collect the primary data. Exploratory cum descriptive research design has been used in order to identify and evaluate the responses collected from conveniently drawn, 1200 hotel guests or customers on selected aspects viz., responses on frequency and reasons for visit to the hotels; expectations and experiences on selected dimensions of ambience of the hotels, service quality, and facilities as offered to them by the selected hoteliers. SPSS and AMOS software have been used to analyse the data with the help of Structural Equation Model (SEM) technique.

Key Findings: The research study aims to give meaningful insights pertaining to intention of hotel guests to visit the hotel again based on ambience considering well furnished hotel, pollution free environment, sufficient parking place in the hotel as well as the selected dimensions of service quality viz., provision of quick service in dining section, arrangement for purchase of movie tickets if required, provision of 24 hours online reservation, and provision of babysitter. The findings also supported the fact that, preference to stay in next visit were determined by four service facilities of the hotel viz., swimming pool, Gymnasium, sports, and money changing facilities.

Limitations: The study suffers from limitations of geographical coverage. The limitations of time, cost, and biasedness of hotel guests in answering questions may have affected results.

Implications: Customer Relationship Management (CRM) is the business strategy for maintaining and developing relationships with profitable customers along with handling the less profis generating customers. The cost of doing business with them is the focal theme of this research study.

Originality: The present study is significant due to availability of few research studies in India focussed towards measuring Customer Relationship Management (CRM) practices followed by selected hotels of Gujarat state so as to uncover attitudinal dispositions towards intentions of the guests to visit/stay in the hotel.

Keywords

Customer Relationship Management (CRM), Hotel, Guest, Service Quality.

1. Aggarwal, V. S., Handa, M., & Singh, A. K. (2010). Mapping expectation and satisfaction level of adventure tourist for land, air, and water based sports in India.  DIAS Technology Review, 7(2), 9-19.
2. Angamuthu, B. (2015). Impact of customer relationship management on customer satisfaction and its role towards customer loyalty and retention practices in the hotel Sector. BVIMSR’s Journal of Management Research, 7(1), 43-52.
3. Baran, R. J., Galka, R. J., & Strunk, D. P. (2008). Principles of customer relationship management. U.S.A: Cengage Learning. 
4. Bhatt, R. J. (2009). Studying the changing customer relationship management practices for consumer packaged goods: An empirical investigation. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330803, Accessed on March 6, 2017.
5. Bose, R., & Sugamaran, V. (2003). Application of knowledge management technology in customer relationship management. Knowledge and Process Management, 10(1), 3-17.
6. Carr, D. (2011). Implication for tourism planning and destination management. New Delhi: Discovery house publishing limited.
7. Chauhan, S., & Vora, M (2014). A conceptual analysis of customer relationship management practices in hotel. International Multidisciplinary Journal of Applied Research, 1(2), 50-52.
8. Countryman, C. C., & Jang, S. C. (2006). The effects of atmospheric elements on customer impression: The case of hotel lobbies. International Journal of Contemporary Hospitality Management, 18(7), 534-545.
9. Kimes, S. E., & Fitzsimmons, J. A. (1990). Selecting profitable hotel sites at La Quinta Motor Inns. Interfaces 20(2), 12-20.
10. Luck, D., & Lancaster, G. (2013). The significance of CRM to the strategies of hotel companies. Worldwide Hospitality and Tourism Themes, 5(1), 55-66.
11. Mohamed, H. P., & Sagadevan, A. (2003). Customer Relationship Management: A Step-by-Step Approach.  India: Vikas Publishing House Pvt. Limited.
12. Mukhopadhyay, S. (2003). Customer Relationship Management emerging concepts tools and applications. New Delhi: Tata Mcgraw-Hill Publishing Company Limited.
13. Nancarrow, C., Rees, S., & Stone, M. (2003). New directions in customer research and the issue of ownership: A marketing research viewpoint. Journal of Database Marketing & Customer Strategy Management, 11(1), 26-39. 
14. Nykamp, M. (2012). The customer differential complete guide to implementing Customer Relationship Management CRM. Retrieved from https://www.amazon.com/Customer-Differential-Implementing-Relationship-Management/dp/081440622X, Accessed on May 12, 2017.
15. Padhy, P. K., & Patnaik, S. (2008). Implementation of right CRM strategy for Pharmaceutical Industry. Delhi Business Review, 9(2), 39-46. 
16. Parasuraman, A., Zeithaml, V., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
17. Raghubalan, G., & Raghubalan, S. (2010). Hotel Housekeeping operations and Management. (2nd edition). New Delhi: Oxford higher education. 
18. Rao, K. R. M. (2005). Service Marketing. Delhi: Pearson Education.
19. Sagadevan, A., & Mohamed, H. P. (2003). Customer Relationship Management- A- step-by-step approach. Delhi: Vikas Publishing House Ltd.
20. Vyas, P. H., & Patel, A. V. (2004). Customising e-CRM strategy in e-Marketing. Delhi Business Review, 5(2), 67-79. 
21. Wuest, B. E. S., Tas, R. F., & Emenheiser, D. A. (1996). What do mature travellers perceive as important hotel/motel customer service? Hospitality Research Journal, 20(2), 77-93. 
22. Yastrow, S. (2007). We: The ideal customer relationship. New York: Select Books Inc.
23. Yoo, D. K., & Park, J. A. (2007). Perceived service quality analyzing relationships among employees, customers, and financial performance. International Journal of Quality & Reliability Management, 24(9), 908-926.
24. Zeithaml, V., & Bitner, M. (2003). Service marketing: Integrating customer focus across the Firm. New York: McGraw-Hill.arts_congress/2017/_pdf/paper-45.pdf, Accessed on May 13, 2017.