Impact of Customer Relationship Management on Customer Satisfaction a Study in Hospitality Sector

Abstract

Hospitality sector is the greatest contributor to India s economy. The growth of service sector depends on the efficiency of Customer Relationship practices and Management of building these relationships for customer satisfaction to sustain and strive the competition. To retain a customer by providing a good quality service and make them experience the best is the prime motive of this industry. In Service Industry, intangibility holds much importance as both the technical and soft skills are essential in delivering intangible benefits through customized services. Hence, a consistency in service, quality assurance and commitment by understanding the needs as per their expectations via a clear and open communication is an essential parameter for any service industry for acknowledgement of a successful business leading to competitive advantage and growth. The continuous evolution of this sector has made the Indian hotel industry more functional, more competitive and more and more customer centric and focused on their service offerings. According to a customer, the kind of services he receives makes him more identifiable with the kind of services experienced, which is why the management and the staff should have in-depth knowledge of what they deliver to the kind of customer to match up-to his expectations. If the service given and expectations do not match, the whole motive of customer satisfaction is defeated. newline