An Empirical Investigation of Customer Relationship Management Practices: Hoteliers Perspective in Selected Hotels of Gujarat State

Asian Resonance (P: ISSN No. 0976-8602 RNI No.UPENG/2012/42622 VOL.-8, ISSUE-2,(Part-1) April 2019 E: ISSN No. 2349-9443)

Abstract




 Neha V. Shah

 Assistant Professor (CES) Dept. of Commerce and Business Management , Faculty of Commerce, The Maharaja Sayajirao University of Baroda, Gujarat, India

The Indian hospitality industry has emerged as one of the key industries driving growth of the services sector in India. It has evolved into an industry that is sensitive to the needs and desires of people. The fortunes of the hospitality industry have always been linked to the prospects of the tourism industry and tourism is the foremost demand driver of the industry (www.dnb.co.in). The hotel industry forms an integral part of the hospitality industry, this Industry is very wide which includes various other fields like event planning, cruise line etc. The hotel industry is very attractive in terms of giving job and generating income .In India, the total market size of the tourism and hospitality industry stood at USD 117.7 Billion in the year 2011 and is anticipated to touch USD 418.9 Billion by the year 2022. The success of the hotel industry in India is second only to China in the entire Asia Pacific. Further, India is a developing global business hub which offers attractive investment propositions for both luxury and moderate-tier hotels. India is projected to be number one for growth globally in the wellness tourism sector in the next five years, clocking over 20 percent gains annually through 2017. With opportunities aplenty, the future of the hotel industry in India looks very promising (www.nishithdesai.com). The researcher has conducted an empirical research study based on primary data gathered using structured non-disguised questionnaire from total number of 204 hotel managers’ and their other senior staff members who can be referred as hoteliers that were gathered from 51 hotels located in Ahmedabad, Baroda, Surat and Rajkot Cities of the Gujarat State . The study was aimed at examining the feedback of selected hoteliers on their perceived importance concerning objectives of maintaining customer relationship with hotel guests and their perceived importance on selected Customer Relationship Management practices as well as to identify selected hoteliers’ efforts for increasing volume of business in the selected cities of the Gujarat State. An attempt was made by the researchers to offer findings and implications for improving Customer Relationship Management practices in the hotels in the Gujarat State.

for full paper please visit below link :

http://www.socialresearchfoundation.com/upoadreserchpapers/1/289/190829124803neha%20v%20shah.pdf

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