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Determinants of Customer Relationship Management: A Study of Five Star and Five Star Deluxe Properties in NCR

Journal of Hospitality Application and Research

Volume 12 Issue 1

Published: 2017
Author(s) Name: Sanjeev Kumar, Gunjan Malik | Author(s) Affiliation: Assistant Prof., Institute of Hotel and Tourism Management, MDU, Rohtak, Haryana, India.
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Abstract

Hospitality industry is rapidly growing and the competition is also very aggressive. To increase the profitability sales has to be increased or the cost needs to be reduced or the other way out is to retain the profitable customers. So, to survive in the present scenario customer has turned out to be the most important asset and establishing and maintaining relationships with customers is an inevitable strategy. But there are many factors which play crucial role in customer relationship management. In the present study those factors/determinants have been identified by applying factor analysis. The five factors extracted from factor analysis are complaint handling and customer satisfaction, customer offers and customer information, hotel employees behavior, customer needs and preference, customer treatment and feedback.

Keywords: Customer Needs, Marketing, Information System, Products and Services

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