CUSTOMER RELATIONSHIP MANAGEMENT

IN HOTEL INDUSTRY
SUBMITTED IN PARTIAL FULFILLMENT FOR THE
REQUIREMENTS FOR THE DEGREE PF

B.COM HONOURS
BY
Animesh sharma
To the
DEPARTMENT OF COMMERCE
BHOPAL SCHOOL OF SOCIAL SCIENCES

April, 2021

Submitted by Guided By

Animesh Sharma Dr. Smitha Pillai

B.Com Honors 3rd Year ‘A’ Associate Professor

Department of Commerce

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 CERTIFICATE

It is certified that the work contained in the project report titled “Customer Relationship
Management in Hotel Industry” by Animesh sharma, has been carried out under my supervision
and that this work has not been submitted elsewhere for the degree

Signature of the Supervisor …………….

Name : Dr Smitha Pillai, Associate Professor

Department : Commerce

Bhopal School of Social Sciences

April ,2021

2
 DECLERATION

I hereby declare that this project report entitled “Customer Relationship Management in Hotel

Industry” was carried out by me for the degree of BCOM Honors under the guidance and supervision

of Dr. Smitha Pillai, Associate Professor of department of commerce ,BSSS College. The

interpretation put forth are based on my reading and understanding of the original texts and they are

not published anywhere else. This research report is not submitted for any other degree or diploma in

any other University

Place : Bhopal

Name of the Student : Animesh Sharma

Class : B,COM HONORS 3RD YEAR ‘A’

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 ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal Dr Sr Sonia Kurien for their

immense support and blessings. I thank our HOD Dr Amit Kumar Nag for his support. I would like to

express my special thanks of gratitude to my research guide Dr. Smitha Pillai, Associate Professor of

Department of Commerce for her valuable suggestions and guidance and for giving me the golden

opportunity to do this wonderful research project on the topic: - Customer Relationship Management in

Hotel Industry , Without her help it would have been difficult for me to have reached this

state of completion of my project report. Also, I would like to thank my parents and friends who helped

me a lot in the preparation of this project.

I wish to acknowledge the help of all those who have

provided me information, guidance and other help during my research period.

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 TABLE of CONTENT

S. NO. CHAPTER PAGE

1. INTRODUCTION TO HOTEL INDUSTRY 8

2. LITERATURE REVIEW 11

3. CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL 12

INDUSTRY
4. IMPLEMENTATION OF CRM IN HOTEL INDUSTRY 13

5. STRATEGIES FOR CRM IN HOTEL INDUSTRY 15

6. CRM SOFTWARES USED IN HOTEL INDUSTRY 17

7. IMPACT OF CRM ON CUSTOMERS IN HOTEL INDUSTRY 19

8. RESEARCH METHODOLOGY 21

9. DATA ANALYSIS 23

10. SUMMARY AND FINDINGS 27

11. CONCLUSION 29

12. REFERENCES 31

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 CHAPTER 1

INTRODUCTION

CONTENTS
1.1 INTRODUCTION TO THE HOTEL INDUSTRY
1.2 INTRODUCTION TO CUSTOMER RELATIONSHIP MANAGEMENT ( CRM)

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7
 INTRODUCTION TO HOTEL INDUSTRY

The Indian Hotel Industry is growing at a quick pace. This is due to the intervention through
Government of India to facilitate the commercial enterprise through monetary reforms, changes in
special taxation coverage, permitting foreign direct investment and many others. This paper lines the
improvement of the Indian Hotel Industry in India proper from colonial times in order that readers
are familiarized with its unique levels of improvement. This paper additionally highlights the position
the Government of India has performed in the improvement of this Industry at one of a kind levels of
records and the forces that formed the ones choices. The position played through Indian motel
entrepreneurs in organizing the Hotels and taking the ones hotels to international markets has been
discussed. The challenges posed by way of entry of overseas motels in India and what manner for
Indian Hotel Industry shall make readers acquainted the dynamics of Globalization. The manner and
techniques they use to go into global strategies and the reasons were notably mentioned. The
historical idea of Hotel type in India and how it has taken the prevailing shape and what media has
pronounced approximately it's been mentioned. The paper discusses the literature evaluation from the
kind of sources to set up the essence of Hotel Industry in India and its dynamics in 21st century.

poloandtweed.com
The Indian inn enterprise is experiencing elevated globalization, competition, better customer
turnover, growing client acquisition fees and rising customer expectancies, meaning that inns
overall performance and competitiveness is appreciably structured upon their potential to satisfy
client efficiency and successfully. In the inn enterprise the simple merchandise (rooms) are very
comparable, while comparing the identical pleasant level the client focuses are on smooth
component like personal remedy, personalization, one to at least one advertising and interest by
way of the hospitality professions. The lodge industry enjoys clean records access because the
visitors want to check in their call and cope with all through test-in and in a few nations, visitors
even want to offer their passport records and greater specified non-public information. In addition,
people are very possibly to percentage their non-public options with hotel group of workers to
make their stay more fun. The inn can make use of this database mixed with IT and give the guests
a unique revel in. They can establish a near courting with customers and meet their wishes
perfectly. In order for you to compete on especially competitive market a motel has to satisfy each
single purchaser's needs and expectancies. To do that it's far critical to recognize the components
of business overall performance that convince clients to turn out to be repeat consumers and to
show off behavioral loyalty because it expenses 5 to 10 instances more to sell to a new patron than
to a vintage purchaser.To beautify profitability and guest pride and loyalty, the groups (resorts)

8
need to cognizance on enforcing Customer Relationship Management (CRM) strategies that
purpose to are looking for, acquire and save the right statistics, validate and percentage it
throughout the organization.
Dominici and Guzzo said that to be successful in the promote it is not sufficient to draw the brand-
new clients but to focus on present customers imposing powerful guidelines of patron pride and
loyalty. Appiah and Kingsley (2010) stated that as the sector financial system is turning into
globalized, opposition has intensified and the differences in merchandise have diminished.
Consequently, corporations have become fixated on customer relationship control (CRM) as it has
end up a vital orienting point with companies an increasing number of focusing on dealing with
patron relationships as a strategic functionality to acquire marketplace management and
income.Parvatiyar and Sheth of their conceptual framework stated that the 2 maximum critical
manner of Customer Relationship Management encompass proactive purchaser commercial
enterprise improvement and building partnering relationships with the most critical customer.

workwiseellc.com

twisteller.com

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To help spread knowledge about the vibrant Hotel Management industry, both in India and around
the world, we want to be more budding aspirants as well as full-fledged professionals from the
Hotel Management connect and collaborate!

A history of the founders of the hotel industry provides an opportunity to reflect upon our heritage.
Learning about the founding giants such as Statler, Hilton, Marriott,Wilson, and Schultz, to name a
few, allows a student of the hotel industry to discover the interesting lineage of hoteliers. The
insights afforded by the efforts of these innovators who carved out the modern hotel industry may
help future professionals with their own career planning.

From the early 17th century, business owners across America started building and establishing
inns to serve the accommodation needs of travellers. At the beginning, these inns only offered
basic services, but as time went by and demand for short-term accommodation grew, the hotel
owners became prepared to provide guests with more facilities. Since then, the hotel industry
expanded further as people were willing to pay more for better quality services. This industry has
always strove to fulfil the changing demands of the society and has developed into an essential part
of the economy. Today, travellers can find different types of accommodation based on their
budget, from cheap bed and breakfasts, to luxurious 5-star hotels.

Hotel operations teach you how to become knowledgeable in all aspects of hotel management and
operations. You will learn about the key features of hotels and their responsibilities to customers as
well as how to provide a good service to guests. The aim of this course is to train those who wish
to work in the hotel industry the knowledge and expertise to become competent hotel managers.
The hotel operations and management departments require well-trained staff to ensure customer
satisfaction.

Hotel revenue management is one of the least understood aspects of the hotel management
business. While many hotel owners understand the importance of proper revenue management
strategies in order to increase occupancy, they don’t always utilise it in their business. Although
revenue management is not something new to this industry, it is, nevertheless, highly valued by
those hotel managers who are running successful businesses. With the changing faces of booking
patterns, adopting a robust hotel revenue management strategy is of utmost importance.

kapturecrm.com

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CHAPTER 2

LITERATURE REVIEW

CONTENTS

1.1 NATIONAL REVIEW

1.2 INTERNATIONAL REVIEW

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 LITERATURE REVIEW

Despite the fact that CRM brings lasting benefits to organizations, as a whole, some of them gain
profits from implementing it more than others; CRM brings benefits to the organizations that generate
a lot of information about customers (Bose, 2000; Kotler, 2002; Mguyen et al., 2007). In addition to
this, Gronroos (2004) that service organizations for their intrinsic characteristics of the production
and consumption are inseparable elements necessary to build relationships with customers.
Accordingly, CRM will be ideally suited to the hotel industry, especially when implementing it
successfully and effectively, taking into our account that hotels receive a lot of data about customers.
Such data can be transformed into useful knowledge about them (Kotler, 2002; Lin and Su, 2003;
Mguyen et al., 2007; Nasution and Mavondo, 2008; Dev and Olsen, 2000). Suffice it to say that hotel
industry, like any business sector has to be highly competitive to be able to do well in the business
environment, therefore, it is of vital importance for it to encourage behavioral patterns of continuous
re-purchase and to retain customers last longer.Thus , it is evident that such ambitious aims can only
be achieved through implementing CRM , which will result in establishing fruitful relationship
between organizations and their customers (Papastathopoulou et al., 2007; Verdugo et al., 2009).
Moreover, it goes without saying that growing customer- acquisition costs, rising customer
expectations, price-sensitive travelers, more sophisticated clients, uncertain market and less brand
loyalty are all key factors, which strongly urge hotels to focus on CRM as a useful strategy. Needless
to say, CRM is widely considered as one of the most effective ways to facilitate developing and
expanding the customers' base that , in turn , will assist in enhancing profitability and guest loyalty
(Mylonakis, 2009; Sigala, 2005; Sigala and Connolly, 2004; Wu and Li, 2011).

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CRM IN HOTEL INDUSTRY

The Hospitality industry gives a large capacity for Social CRM. The Hospitality enterprise
flourishes on primary factors- Segmentation & Uniqueness. Apart from the ordinary promises of
purchaser satisfaction, it's far the Identity or as an alternative the personality of the resort that
actually matters. And now not to neglect the Stand-out aspect that each inn has on offering
compared to its competitors. All these elements make a contribution towards the constructing of
agree with and patron loyalty, and eventually extended profitability.

Most inns spend closely closer to improving purchaser experiences via diverse advertising ploys.
They provide loyalty applications and other one of kind benefits to seize the patron’s attention.
But, those promotions have a tendency to come to be heavy on their pockets. Hence, including
Social CRM mechanism of their framework will see a large cut-down in their costs and also reduce
the outreach efforts thanks to social media’s targeted attain ensuing in a win-win state of affairs.
Taking a cue from different verticals, social media is slowly however gradually being employed by
means of gamers from the Hospitality enterprise. The InterContinental Group of Hotels become
one of the first gamers in this subject, to have efficaciously followed social media to boost income.
Hotel Westin Mindspace, Hyderabad has additionally started honestly well. But, via far the quality
that I’ve seen is Hotel Royal Plaza on Scotts, Singapore. It seems to be doing the whole thingright.
As we understand, the Hospitality industry is closely depending on Word-of-Mouth. It can gain
immensely from Social CRM that's nothing however an digital model of Word-of-Mouth. Any
quantity of negative feedback from customers can act as a dampener and have an effect on sales,
and the emblem itself. As consistent with a report, purchaser tells 8 buddies about a fulfilling revel

in and 20 friends for a bad experience. It is less difficult to steer existing purchaser to buy 10%
extra than it is to increase the customer base with the aid of 10%. 80% of a hit new product and
service ideas come from present customers fee 1/five less than new customer and might
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substantiality growth earnings.
business2community.com
Another location of subject on this enterprise is the shortage of qualified social media personnel
with Hotel control heritage. As according to a recent research, some hotels have already began
consisting of expertise of social media as a demand into entry-stage process roles, even as most
resorts have really engaged a social media agency to carry out the undertaking and rely on them to
put into effect effective social media advertising and marketing strategies and Social CRM to
manage visitor reviews, degree results, interact and communicate efficiently with ability clients via
social media structures and blogs.

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IMPLEMENTATION OF CRM IN HOTEL INDUSTRY

Currently, CRM in resorts is a key detail in addressing the challenges of the enterprise and the
demands of an increasing number of virtual clients. The observe-up of customers at some point of
their cycle

–Vacationer’s adventure- is increasingly complicated for the marketing and income departments of
motels. This is due to the thousands and thousands and tens of millions of megabytes of data
generated in a quick time period, as well as to the multiplication and dispersion of the clients’
contact points with the resort industry. Having complete expertise of this cycle is essential to
optimize relationships and enhance customer conversion and loyalty opportunities. Nine popular
ways of implementing CRM in Indian hotel industry are in the following:

1. Change of philosophy:

First of all, in case you are operating in sales or advertising and marketing within the inn, you have
to encourage a alternate in philosophy. Working with a CRM on your lodge way making a bet to
have a direct relationship along with your final customers – the guests.

This isn’t only the mixing of a technological device. It means converting the manner of doing all
your activity with the purpose of creating a business models centered to your clients, consumer-
centric. Your customers are the most valuable commercial enterprise belongings on your inns,
despite the fact that their cost isn’t meditated in the balance sheets. Traditional control specializes
in products and services, when not the use of a CRM, it is able to deceive its strategies in the
direction of the real objective: the guest.

2. SMART objectives:

SMART targets decide the priorities for each team, help the corporation's consequences to be
measurable, and function a guide for the enterprise’s boom. The SMART characteristic become
born by way of the acronym that refers to the five simple features that each objective should have
so that you can be considered an smart goal. So that you may see it virtually we listing them
associating them with an instance:

 Specific: Increase the loyalty software facts with the aid of 30%.
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 Measurable: 30% (from 5,000 to 6,500).

 Attainable: duplicating personalized emails.

 Relevant: to put together for the launch of the brand new benefits of the program.

 Timely: in the next 35 days.

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 3. Data integration:

The data and the statistics of hobby, the guest facts, in the hotels could be very allotted in various
structures and locations which are referred to as information silos. Before beginning with a CRM
device you ought to compare these silos in terms of quantity and great, always prioritizing the last
characteristic.

Once the interesting structures and databases are detected, a more technological manner is worried,
because it’s vital to study the mixing of that facts with the CRM gadget for the resort, going from
having silos to a single warehouse. In this manner, seeing that all the facts is in a single place, you
can apply superior context and segmentation to all of your purchaser statistics.

4. Buyer Personas and Buyer’s Journey:

The exercise of creating client personas’ profiles includes giving call, ‘real’ capabilities and
character to what become previously a kind of guests. Thanks to the buyer personas we can
definitely know how to connect to this form of consumer for them to transform. It lets in us to
specify the summary, permitting the whole group to know at a glance the needs and sort of content
that have to be generated for each form of ability guest.

On the alternative hand, the consumer’s adventure (or traveler’s journey) is the active search
procedure accomplished via a capability purchaser till it will become a sale of our services or
products.

5. Legal factors:

In the CRM assignment in your inn, you need to remember migrating the statistics to the cloud (i.e.
A digital environment), and you'll must assessment all the statistics collection and data processing
techniques at a prison level. Therefore, the primary aspect that must be taken under consideration
while hiring a CRM provider is that it complies with the private statistics safety rules. You will
hold one of the maximum treasured belongings of your motel, your data, without which your
everyday pastime cannot paintings.

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 6. Import data:

It’s time to take action. The first step of any CRM assignment is to import consumer records that
has been previously accrued. When it comes to resorts, they generally gather and keep date in
structures: the PMS and the supervisor of electronic mail marketing campaigns.

For the importation of data, maximum CRMs have assistants as a way to facilitate the importing
manner thru a csv. Anyway, it'd be even higher in case you leverage this possibility to debug or
easy the data:

 Detect and take away duplicated data.

 Delete common emails and inactive users for a long term (extra than three years is an
eternity in the virtual global).

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  If you have numerous hotels, it's also essential that you consolidate all the statistics in
one vicinity.

7. Segmentation:

Now you have got integrations that connect information from distinctive systems and you've got
additionally made a primary importation of historic records, so it's time to start segmenting your
customers. Basically, there are two ways to segment or at least the CRM you pick should offer the
two options: smart lists and static lists.

Smart lists update themselves, including new contacts that match the requirements of the listing
and putting off contacts that now not meet the ones necessities. Static lists are like snapshots that
don’t replace. Therefore, they aren’t routinely up to date through including contacts that meet the
necessities originally described at the time the list become created.

In order to perform an effective lead nurturing method that guarantees an critical extent of sales
and go back on investment, one of the most important factors which you ought to recognize -and
which you should constantly update- is a clean vision of the one-of-a-kind conditions that every of
your leads undergo. This is wherein the segmentation is crucial. You need to take your databases
and begin creating agencies that have a positive range of characteristics in common and that, step
by step, facilitate all of the marketing strategies which you carry out inside your hotel.

8. Automation and customization:

After the segmentation of your data in the CRM of your hotel and taking into account the defined
objectives and the buyer’s journey you can begin to define the automations and customizations that
your CRM will execute. That is, the rules that will be responsible for relating to your database in
order to improve conversions, reservations, and loyalty. Use the segments created to send emails,
customize website content and enhance marketing automation campaigns, and effectively track
your sales opportunities as they go through the funnel.

9. Real-time reporting and tracking of each interaction:

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Ultimately, primarily based on the goals that you marked with the CRM, you need to be capable of
screen the whole lifestyles cycle of your patron, from being a nameless visitor until he will become
a patron. Analytics need to let you find out key traits to your information over time or upload event
monitoring to hyperlinks, buttons and purchases to understand traveler’s behaviour.

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CRM STRATEGIES USED IN HOTEL INDUSTRY

From reserving timelines to event motive to F&B purchase patterns, purchaser information is
anywhere. As the quantity of enterprise records grows extra enormous than ever earlier than,
management corporations want effective resort CRM techniques which can analyses and placed
this information to work for them. Below are some of the social strategies of CRM, in Indian Hotel
Industry:

1) Understand your Conversation Map. Listen and apprehend the social media conversations from
advocates to influencers and from detractors to customers.

2) Understand the Social Graph of your clients. This may be very important - it refers for your
contemporary customer on your CRM gadget, advertising and marketing database or customer
data art. Are they on Facebook, Twitter, blogs, boards, external groups, and so forth., etc?

3) Have a Social Graph of your Best Customers. Are your high-quality clients the use of social
media? Can you begin engaging them on your personal pilots? Can you interact them? What
different forms of clients are you able to engage? Again, these are regarded customers to your
CRM device or Loyalty Program.

4) Establish procedures & requirements to fulfill your goals and targets based totally on modern-day
wishes and the analysis from the above three steps.

5) Get ready to put together a social media plan primarily based at the requirements and approaches.
Do you need to be on Facebook? Do you want call middle integration? Do you want to integrate
social media advertising with your marketing automation? Do you need a community to provide
ideas and collaboration for customer support? Do you've got a social Media Manager advert rules
in vicinity?

6) Create particular use cases on your integration factors to seize data. This is not just about
technology but also approximately purchaser revel in, lifestyle and strategies.

7) Have your conventional CRM ready for social media. Do you have the workflow, techniques,
policies, statistics structure, training, name centre, human beings, and so on., ready to manipulate
communities and social media channels?

8) If your patron or influencers are already taking part the usage of social media, is your organisation

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geared up to collaborate internally? I.E. Social Business, E 2.Zero.

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CRM SOFTWARES USED IN HOTEL INDUSTRY

What is CRM Software?

It’s a platform that connects your distinctive departments, from advertising to sales to customer
service, and organizes their notes, sports, and metrics into one cohesive device. Every consumer has
clean, direct get admission to the real-time purchaser records they need. This now not simplest allows
for unparalleled coordination throughout teams and departments, however additionally makes it
feasible for agencies to provide their customers with something greater regular: customize, one-to-
one client trips.

Compare that to the restrained functionality of antique analogue and legacy structures, and you've
got something with the capability to revolutionize the way you connect to clients. You can’t outline
CRM software with out taking into consideration SaaS and cloud computing, each of which
paintings collectively to allow CRM structures to be to be had wherever a person has internet.
Because of those technology, cloud-based totally CRM software can develop and scale together with
your business, so each agency, irrespective of the size, can advantage from a CRM-software program
based totally gadget.

Some of the CRM software use by Indian Hotel Industry:

 Freshsales: Freshsales is a CRM software program for Hotel & Restaurant enterprise.
This CRM platform may be used by Freelancer, Startups, SMEs, Agencies, Enterprises. It
offers major capabilities like Contact Manager, CRM & Sales Dashboards, CRM & Sales
Reports and more.

 Oracle NetSuite CRM: Oracle NetSuite CRM is a client relationship management

software this is available on Web App, Windows, Macintosh platforms. This Hotel &
Restaurant industry software additionally gives mobile assist on IOS, Android structures.

 ZEKI CRM: This CRM software program consists of numerous functions like CRM,
CRM & Sales Dashboards, CRM & Sales Reports for Hotel & Restaurant industry. ZEKI
CRM affords Monthly, Yearly, Onetime(Perpetual license) payment methods.

 Hubspot CRM: Hubspot CRM is a Cloud Based CRM platform this is appropriate for
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 Hotel & Restaurant enterprise. This solution has a vast variety of functions consisting of
Contact Manager, CRM & Sales Dashboards, CRM Analytics and greater.

 Zoho CRM Tools: Zoho CRM Tools is a CRM platform this is appropriate for Freelancer,
Startups, SMEs, Agencies, Enterprises in Hotel & Restaurant industry. This software helps
Chinese, Dutch, English, French, German, Hindi, Italian, Japanese, Polish, Russian,
Spanish, Swedish, Turkish language and gives customization.

EzeeCRM: It is a CRM software program for Hotel & Restaurant enterprise. This CRM platform is
for Freelancer, Startups, SMEs, Enterprises and can be deployed on Cloud Based.

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Key functions include Capture Leads from Twitter/Facebooks, Case Management, Cloud
Computing and extra.

 Kapture CRM: Kapture CRM is a CRM software for Hotel & Restaurant enterprise. This
CRM platform may be used by Startups, SMEs, Enterprises, . It affords principal functions
like Accounting, Capture Leads from Twitter/Facebooks, CRM & Sales Dashboards and
more.

 Crest CRM: CREST CRM is a purchaser courting management software that is available
on Web App structures. This Hotel & Restaurant enterprise software doesn’t provide
mobile aid.

 Maple CRM: This CRM software includes various functions like Contact Manager, CRM
& Sales Dashboards, CRM & Sales Reports for Hotel & Restaurant industry. Maple CRM
provides SAAS payment methods.

 Simply CRM: Simply CRM is a CRM software for Hotel & Restaurant enterprise. This
CRM platform is for Freelancer, Startups, SMEs, Agencies, Enterprises, and can be
deployed on Any. Key functions encompass Customer Management, Customer Support,
Document Management and extra.

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IMPACT OF CUSTOMERS IN HOTEL INDUSTRY

In this aggressive environment and with average growth inside the boom of population, The Indian
motel industry is experiencing elevated demand, competition and numerous other factors. In order
to be in a race of this competition hotels wishes to supply and carry out notably on the way to satisfy
their customers. In the lodge enterprise zone the simple element which all the lodges have in common
is the rooms they offer. So alternatively, if the hotels need to get a aggressive gain inside the
competition they must recognition on smooth issue like private treatment, personalization, one to at
least one advertising and additionally numerous different parameters. The resort can construct a near
relationship with customers with the aid of CRM approach to fulfil their needs and make their live
comfy and hence fulfil them. In order as a way to compete on exceptionally aggressive marketplace
a resort has to satisfy each unmarried patron's desires and expectation so that they in flip might sense
satisfied. In order to try this the hotel should make a note on each parameters of its competition and
for this reason assist their consumer to satisfy their wishes and cause them to fulfil so we can come
and check-in once more, which in turn could help their business develop. The agencies
accommodations should attention on imposing Customer Relationship Management (CRM)
techniques that goal to are trying to find, acquire and keep the right statistics, for developing hastily.
In modern-day world Customer Relationship Management is turning into so essential approach, by
using building a robust dating with customers, any organization can grow to be a marketplace chief
and can experience profitability.

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 OBJECTIVES

 To understand the importance of customer relationship management in hotel industry.

 To understand customer’s expectation and behaviour towards customer relationship

management practices in hotel industry.

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28
CHAPTER 3

RESEARCH METHODOLOGY

1.1 RESEARCH DESIGN

1.3 DATA COLLECTION

1.3 OBJECTIVES OF THE STUDY

1.4 SAMPLING

1.5 DATA ANALYSIS

29
RESEARCH METHODOLOGY

The studies examine changed into finished and the information changed into gathered from
all of the Hotels throughout Bhopal. As Bhopal is a growing commercial city and enterprise
hub and is developing at a fast tempo, some of hotels are developing within the town. The
resorts were categorized into categories i.e. Excessive/medium tariff category lodges and
coffee tariff class lodges primarily based at the single room tariff. A pattern of hotels each
from tariff category is based totally on random sampling. Five accommodations selected from
high/medium tariff had been Courtyard by Marriot, The Residency, Jehan Numa Palace,
Noor-e-Sabha, Imperial Sabre and five inns had been decided. The human beings of these
hotels had been contacted and interviewed. A pattern of round 32 customers having various
socio economic and educational historical past under one of a kind age business were taken.
A dependent questionnaire turned into designed to accumulate statistics from respondents and
hotel owners/managers. Hypothesis is also examined by the use of statistical tool like t test.

Nature of the data: Primary data

Research design: Descriptive research
Area of study: Bhopal
Period of study: 15 days

Total respondents: 32 Guests

METHOD OF DATA COLLECTION:

The study on Impact of CRM on Customer’s Satisfaction level in hotels in Bhopal is

an exploratory study. The form of data used here is primary data.

PRIMARY DATA COLLECTION: SURVEY USING QUESTIONNAIRE

Data was collected by preparing a questionnaire using Question-pro as one of the tool. The
questionnaire includes comfort, impact, expectations, acceptance and customer satisfaction in
order to know the importance of having effective CRM practices.

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SAMPLE SIZE AND SAMPLE TYPE

The sample size for the research is of 32 respondents and sample type is Simple random
sampling. It is the purest form of probability sampling.

DATA ANALYSIS

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DATA ANALYSIS:

According to the respondents, they prefer visiting to hotel sometimes or occasionally. Though
there are set of customers who visit hotels often. This pie chart shows the percentage of
people who visits hotels and have experiences the services at some point of time in different
ways.

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While all of them visits the hotels, on being asked to them about the important attributes in a
Hotel, customers feel the most important out of them is hotel services. All the services
provided by the hotel staff is the crucial factor for customers. This the followed by a lot of
other things.

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The response for this question is diverse. Most of the customers do believe that the
complaints are often resolved. For some, complaints are sometimes and occasionally
resolved. This is a crucial factor for customer’s satisfaction.

Majority of respondents feels it extremely important that the staffs should greet the customers
in the hotel. This is the first and very basic way to make the customer feel good about the
hotel and to build up the relationship.
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Most of the people says that they do not mind sharing their personal details with the
managers in the hotel. This could be because even customers feel that strengthening
relationship is important. This make the experience even more delightful and there are high
chances of customer retention.

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Customers feel most delighted when they get at par services from the hotel staff. Personalized
treatment and attention further adds on to their delight because this gives them the feeling of
belongingness and they feel attached to the brand.

23
Customers do think that hotels put in efforts to understand their requirement. This is crucial
because this is the only way by which Customer Relationship will have strong foundation.

Today, the trend is of customization. So is believed by the respondents. Respondents strongly

believe that customization of services in a hotel according to the needs is the key for better

24
customer experience.

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Respondents feels that when they visit a hotel over and over again, they should be recognized
by the staff of the hotel and should be given more attention to nourish the relationship.

According to the respondents, they will be glad if hotels make some sort of special
26
arrangement for the customers on their special days. This will make the customers feel
important and will always consider coming back to same hotel.

CHAPTER 4

RESULTS AND DISCUSSIONS

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FINDINGS

From this research, it has been found that a lot of people in Bhopal do expect more customer
oriented services from the hotels. However, hotels are trying their best in fulfilling and
satisfying the needs and requirements of the customers but according to the people, lot more
can be done to provide a better experience in order to to completely satisfy the customers.

A lot of customers believe that their complaints are often resolved by the hotel staff and also
people believe that greetings from the staff is as important as any other services.

many people do not mind sharing their details for example birthdays or anniversary is with
the hotel and sometimes expects to get special arrangements by the hotel which can make
their experience even better.

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CONCLUSION

CRM is a effective management tool that may be used to make the most income capacity
and maximize the cost of the purchaser to the hospitality enterprise. In the long term, CRM
produces continuous scrutiny of the hospitality enterprise with the patron, thereby
increasing the fee of the patron’s commercial enterprise. Hospitality region’s finest
property are their know-how of their customers. They can use this asset and turn it into key
competitive gain with the aid of keeping those customers who represent the very best
lifetime fee and profitability. They can broaden purchaser relationships throughout a
extensive spectrum of touch points such their franchise branches. Simply implementing
an answer meant to achieve organizational dreams is not sufficient to acquire CRM
achievement. The method must make sure that those dreams are done. More importantly
CRM have to be advocated via the right practices, optimization of resources and the ability
to evolve to exchange. Objectives need to be identified and CRM goals want to be constant
earlier than embarking on a CRM undertaking. Business tactics need to be incorporated
with CRM solution before real implementation. The chosen answer need to fit
organizational objectives to the hilt. But to be successful, the hospitality sector wishes a
comprehensive CRM method wherein all departments within the hospitality zone
integrates.

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REFERENCES

“Customer Relationship Management An Indian Perspective” Excel

publications.
, Indian Hospitality Industry: Emerging Issues, Opportunities
&Challenges, ICFAI
Dr.Tapan Panda "Managing Customer Relationships in Service Industries"
published by Excel Books ,2004
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.457.3445&rep=rep1&ty
pe=pdf
https://pdfs.semanticscholar.org/a217/1cc30ef68cfc08cdecaab44d258df55f9e49.pdf
https://www.yourarticlelibrary.com/marketing/consumer-behavior/crm-customer-
relationship- management-meaning-need-and-techniques-of-building-
crm/32292

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QUESTIONNAIRE

To understand the importance of CRM in HOTEL INDUSTRY and the impact of CRM on its
customer's satisfaction.
How often do you prefer to visit different hotels?
Never
Occasionally
Sometimes
Often
Always
Select from the following attributes on the basis of importance in a hotel.
Hotel service
Hotel Infrastructure
None
Other:

How often do you feel that the complaints are resolved by the hotel staff
Never
Occasionally
Sometimes
Often
Always
How important do you consider the greetings from the staff?
Very
1
2
3
4
5
Not at all
Would you mind sharing your details with the manager at Hotel? (eg. Contact details, Birthday
etc.)
Yes

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No
Maybe
What all can be the possible reasons for your delight in a Hotel?
At par services
Offers and discounts
Greetings from staff
Personalized treatment and attention
Complimentary gifts and takeaways
None
Other:

Do you think Hotels put in efforts to understand customer's requirements?

Yes
No
Maybe
Should hotels focus on providing customized services to key customers?

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Strongly Disagree
1
2
3
4
5
strongly agree
Do you expect to be recognized when you are a regular customer in a hotel and get special
attention by staff?
Yes
No
Maybe
Hotels can make little special arrangement as a surprise for their regular customers on their
special days like birthdays, anniversaries etc
Strongly Disagree
1
2
3
4
5
Strongly Agree

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