A Study of Customer Relationship Management with Reference To Hospitality Industry in Raigad District

Abstract

This study seeks to demonstrate the effect of Customer Relationship Management on Hospitality Industry simultaneously on consumer s satisfaction in Raigad district. newlineTourism and Hospitality Industry is truly global industry and interrelated to each other. There is an absolute positive chance of each person getting a job. There is no doubt, in this industry a demand of human resources. Geographically the Raigad district has considerable varieties in relief, climate and socio-economic status. It also reveals a treasure of great tourism resources. The district has a great potential for the better development of tourism. Tourism can generate employment opportunities for the local people and plays a vital role in the economic development of the district. newlineThe hospitality industry can be broadly categorized as hotels, restaurants, catering, leisure and sport, transportation, cruise line, and additional fields within the tourism industry. In hospitality industry CRM essential to deliver a truly special and personalized experience and every step guest journey. Customer demands are changing fast and organization must have to keep update for itself. CRM system can assist in understanding a customer or segment to focus sales and marketing activities for improving customer satisfaction and retention. Customer relationship management is a strategy and device that directs the organization for long term, which enable business organizations to realize faster problem resolution, increased sales, more effective customer acquisition, to enhance customer loyalty and retention. newlineToday, most of the hotels are struggling to attract customers due to the competitiveness of the market. They use strategic techniques to attract customers and establish long term success. In this context, most of the hotels use tactics and fully fledged strategies to assess market conditions in real-time and adapt accordingly. newlineThe purpose of this study was to analysis the present status of hospitality industry which is essential for better development of tourism a