CUSTOMER RELATIONSHIP MANAGEMENT; A TOOL FOR CUSTOMER LOYALTY (A Case Study of Some Selected Hotels in Hawassa (original) (raw)
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Customer Relationship Management (CRM) is the strongest and the most efficient approach in maintaining and creating close relationships with customers in the service sectors including hotels. Moreover, effective CRM implementation will attain to increased revenue from business through the acquisition of new customers and retaining existing customers, reduced operative cost of hotel business, increased customer satisfaction and ensuring that long term profitability and sustainability. In order to, this descriptive research aims to analyze the relationship of CRM practices on customer satisfaction in the hotel sector. Further, this study examines that the impact of customer satisfaction on customer loyalty and customer retention practices in the hotel sector. Field survey has been conducted with the help of questionnaire and the responses were collected from 100 customers who have been used the hotel services at least one whole day in Uthagamandalam Taluk of Nilgiris District. Multi-stage sampling technique has been adopted to select sampling area. This study reported that execution of CRM practices like customer relationship upgrading capability, customer orientation strategies, customer value, customer interaction management practices, customer contact programmes and CRM technology positively connected with customer satisfaction in the hotel sector. Finally, it can be concluded that the customer satisfaction is significantly and positively associated with customer loyalty and their retention practices in the hotel sector. Keywords: CRM, Service sector, Hotel industry, Customer Satisfaction, Customer loyalty & retention
IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY CHAIN HOTEL
The main purpose of this study was to investigate the effect of customer relationship management (CRM) is a chain hotel on customer loyalty. The study of correlation -aspects of the survey, the research is applied. Study population comprised all customers Corp is a hotel chain. Sample obtained by Morgan and the formula is the number 385. In this research field and literature data have been collected by the Library. For purposes of data collection and the use of anonymous questionnaires, which will be completed by the customer Hotels Corp. Analysis of the questionnaire measured five option scale (Likert) is used by reliable Kernbakh alpha test and SPSS software were calculated for the 25 questions, 77/0, respectively. Based on the analysis of the questionnaire survey was to expert scholars and professors there. In this study, to test the assumptions of regression method Enter used. The results indicate that the implementation of customer relationship management, attract new customers and retain existing customers Parsian Hotel is a positive and significant impact.
Customer Relationship Management (CRM) is one of strategies to retain customers. By maintaining the relationship with customers, hopefully they will be loyal to companies. The objective of this study is to determine the influence of CRM on customer loyalty in JW Marriott Hotel, Surabaya using multiple linear regression analysis. The results of this study show that CRM, including financial benefits, social benefits and structural ties have positive effects significantly on customer loyalty in JW Marriott Hotel Surabaya. The most dominant factor influencing customer loyalty in JW Marriott Hotel, Surabaya is the structural ties. Abstrak Customer Relationship Management (CRM) merupakan salah satu strategi untuk mempertahankan pelanggan. Dengan terjalinnya hubungan yang erat diharapkan pelanggan menjadi loyal pada perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh CRM terhadap loyalitas pelanggan di Hotel JW Marriott Surabaya dengan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa CRM yang meliputi financial benefits, social benefits dan structural ties berpengaruh positif dan signifikan terhadap loyalitas pelanggan Hotel JW Marriott Surabaya. Faktor yang berpengaruh dominan terhadap loyalitas pelanggan Hotel JW Marriott Surabaya adalah structural ties. Kata Kunci: Customer Relationship Management (CRM), Loyalitas Pelanggan, JW Marriott Hotel.
International Journal of Research in Advent Technology, 2019
Due to fierce competition in the hotel sector, it is essential to initiate and manage long-term and strong relationship to ensure customer satisfaction. The importance of customer relationship is very well identified and accepted by many leading hotel organisations, especially in the global competitive market. Some of the critical CRM elements considered and measured in this study are behaviour of the employees, hospitality management, service quality and relationship management. The hotel business organisation that wish to offer top quality service and gain competitive edge over others, application and implementation of Customer Relationship Management (CRM) programme provides a valuable opportunity to improve satisfaction and loyalty by increasing customer value. This paper examined the effectiveness of customer relationship management (CRM) elements on customer satisfaction and loyalty. This paper is also to make a framework conceptual model to review identification of factors that analyse the relationship of the customer satisfaction and loyalty through CRM variables by anticipating their expectations and taking course of action within their ability to satisfy needs.
Advances in Social Sciences Research Journal, 2019
Customer’s loyalty seems to have received a lot of attention from scholars. This research began by describing customer relationship management (CRM) quality and service quality. The meditational model that links CRM quality and service quality with customer loyalty through customer satisfaction is proposed. Appropriate steps are identified and surveys conducted among 1,825 hotel customers using simple random sampling techniques. 773 questionnaires were returned with a response rate of around 42.3 percent, 46 questionnaires were deemed unusable because of the large amount of missing data so that 309 analysis units could be used. The results show that customer satisfaction plays a mediating role in the effect of CRM quality and service quality on customer loyalty. The implications are discussed, the limitations of the study are noted and the possible fields for further research are shown.
International Journal of Applied Sciences in Tourism and Events, 2020
Purpose: This study aims to identify the overview of customer relationship management, analyze the level of hotel guest loyalty, and analyze the effect of customer relationship management consisting of services for the long term, individual service programs and partner relationships to the loyalty of hotel residents both simultaneously and partially. Research methods: This research was conducted in a descriptive and verification manner, while the research method used was a descriptive survey and explanatory survey methods, using samples through probability sampling techniques. Data collection used was interviews using a questionnaire accompanied by observation techniques. Data collection in the field was carried out in 2019. Data analysis used Path Analysis. Results and discussions: The results of this study indicate that; indicators of customer relationship management, and customer loyalty in four-star hotels in Yogyakarta City are generally rated well by customers, which means tha...
Customer Relationship Management Practices : A Case of Hotels in Ashanti Region of Ghana
2011
This study is a descriptive research aimed at accessing and describing the CRM practices of hotels in Ghana. The main objective of study was to classify the hotels in Ashanti region of Ghana into two categories -low CRM conscious and high CRM conscious with respect to the four behavoural components of CRM (Key Customer Focus, CRM Organization, Knowledge Management, and Technology-based CRM.) proposed by Sin, Tse and Yim (2004) . The target population of the study was hotels in Ghana. Hotels in Ashanti region was taken as the sample size of the study. The major findings of the study are that hotels with high ‗star ratings' reported high level of CRM practices, consciousness and orientation than the hotels with low ‗star ratings'. It was found that the level of CRM consciousness and orientation of the hotels vary with respect to the four dimensions (Key Customer Focus, CRM Organization, Knowledge Management, and Technology-based CRM. ). The Technology-based CRM dimension recorded the lowest level of orientation among the hotels and the Knowledge Management dimension recorded the highest level of orientation. Again, the results of the study suggest that significant majority of the hotels exhibit high level of orientation to the Key Customer Focus dimension and Knowledge Management dimension of CRM. Likewise, the findings suggest that a significant majority of the hotels exhibit low level of orientation towards the CRM Organization dimension, and the Technology-based CRM dimension of CRM. The study recommends that the government of Ghana should consider a policy that will encourage management of hotels to practice CRM. For example, government could vi
A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. The variable also has a positive relationship. The company makes CRM as a capital to make customers more satisfied and stick with the company. This study concludes that CRM plays a major role in improving customer satisfaction, deep customer knowledge and customer loyalty. A better CRM will have clear information about what customers want, what their needs are, and what will make them more satisfied. Kata kunci: Customer relationship management (CRM), customer satisfaction, dan customer loyalty
This paper examines the influence of Customer Relationship Management on customer satisfaction and customer loyalty in the Albanian Tourism Industry. Despite the fact that CRM positive influence on customer satisfaction is widely accepted as a rule of thumb, very little research has been done to further investigate on such a theory. Hence, the study tries to find out if an effective Customer Relationship Management strategy indeed influences customer satisfaction and loyalty. The empirical research attempts to unveil the relationship between Customer Relationship Management Effectiveness, customer satisfaction and customer loyalty by analyzing five CRM attributes, namely; Organizational commitment, Customer experience, Processdriven approach, Reliability and Technology Orientation. Results show that not all CRM features influence or equally influence customer satisfaction and loyalty. Furthermore, it proves that customer satisfaction is indeed a strong mediator of customer loyalty. Based on the results of the study, only organizational commitment, customer experience, process-driven approach and reliability influence customer satisfaction while only reliability positively influences customer loyalty. The hypotheses are tested using information collected from customers through structural equation model approach. The empirical results of this study have academic and managerial implications since they add to the existing body of knowledge and at the same time help CRM managers in the decision making process.
Jurnal Dinamika Manajemen, 2017
Building up customer loyalty have become more important to survive in the high competition of hospitality industry. One approach to developing this is by implementing customer relation-ship management (CRM). This study investigates the implication of CRM implementation to-wards customer loyalty in the hospitality industry. The results should assist marketers to recog-nize what determinant factors and dimension of CRM that contribute to building up customer loyalty in the hospitality industry. A purposive survey of 150 respondents of all rated hotels in Malacca, Malaysia was conducted. It is found that there is a significant correlation between customer orientation, CRM organization, and knowledge management towards customer loy-alty while the another dimension of technology-based CRM has no significant effect on this research. The marketer in the hospitality industry should, however, carefully evaluate the nature of customer loyalty regarding any other variables that are not include...