Effect Of Customer Demographics On Their Perception Towards Crm Practices Adopted By Selected Hotels In Rajasthan Province Of India
Hotel industry is a highly flourishing, lucrative and competitive market. To compete in such a market, the hotels should focus on maintaining good relations with the customers and satisfying the customers. Increasingly, the organizations are using Customer Relationship Management (CRM) to help boost sales and revenues by focusing on customer retention and customer loyalty. CRM is the new concept of customer retention and its ruling the marketing world like a pro. Rajasthan province of India is on the world map of tourism and well renowned for its hotel industry. There is a limited study on this topic hence the researcher finds it worth exploring the topic in this region. An attempt has been made in this paper to study the perception of customers towards CRM practices followed by Managers of respondent organizations.
Keywords: Hospitality Industry, Customer Relationship Management, Customer Retention, Customer Loyalty