Role of Behaviour & Commitment of Hotel Staff in Improving Customer Relationship Management (CRM) Practices:An Empirical Investigation
The Indian Tourism and Hospitality industry has emerged as one of the key drivers of growth among the services sector in Indian economy. Tourism in India accounts for 7.5 per cent of the GDP and is the third largest foreign exchange earner for the Indian economy. The Tourism and Hospitality sector’s direct contribution to GDP in the year 2016 was estimated to be US$47 Billion. The direct contribution of Travel and Tourism to GDP [Gross Domestic Product] is expected to grow at 7.2 per cent per annum, during the year 2015 to 2025, with the contribution expected to reach figure of US$160.2 Billion by the year 2026 (www.ibef.org). Good customer relationships are at the heart of business success. Customer Relationship Management (CRM) practices has relevant and demanding applications in service marketing.An empirical research study using both that is secondary data and the primary data was conducted with its key objective to identify and evaluate CRM practices considering the significant influences of behaviour and commitment of employees referred herewith as the hotel staff of selected hotels in the State of Gujarat.
This research study was based on descriptive research design and the primary data was collected using pretested structured non-disguised questionnaire from 1200 hotel guests who were conveniently drawn from the 51 hotels located in the selected cities viz., Ahmedabad, Surat, Vadodara and Rajkot of the Gujarat State. The results of data analysis and interpretations are provided by applying descriptive statistics and the chi-square test. The Structural Equation Model [SEM] was also developed to study and examine the relationships between behaviour and commitment of hotel staff vis-a-vis post-purchase behaviour of hotel guests.The researchers have provided the findings and implications of this research study aimed at bringing out suitable design and modification in the different marketing strategies for building, improving and sustaining Customer Relationship Management practices in the hotel Industry in near future.
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