A Study On Crm In Hotel Industries With Reference To Coimbatore South Taluk

Abstract

The study titled "A Study on CRM in Hotel Industries with Reference to Coimbatore South Taluk" explores the impact of Customer Relationship Management (CRM) practices in the hotel industry, specifically focusing on hotels, lodges, guest houses, resorts, and related establishments within the Coimbatore South Taluk. The research aims to examine the CRM strategies employed by these establishments and their influence on customer satisfaction, loyalty, and business performance. The study's primary objective is to develop a conceptual model linking CRM dimensions with hotel outcomes, while also assessing the role of marketing capabilities as a mediator in this relationship. Primary data was collected through structured interviews with 150 respondents, utilizing a Likert scale for data analysis. Findings suggest that CRM practices significantly enhance customer loyalty, satisfaction, and profitability in the hospitality sector. However, challenges remain in adopting CRM fully due to factors like outdated systems and organizational complexities. The study emphasizes the importance of a customer-centric approach and highlights CRM as a critical tool for achieving competitive advantage in the hospitality industry. The study also identifies key barriers to CRM implementation and provides recommendations for improving its effectiveness within the hotel industry in Coimbatore South Taluk.