The hospitality is one of the fastest growing sectors of the economy. The Indian hospitality sector is witnessing one of its rare sustained growth trends. The successful growth story of 'Hotel Industry in India' seconds only to China in Asia Pacific. Today, the hotel industry is facing an increasingly competitive market that pushes the hotels to have a greater need to differentiate for their customers. Hotels need to have a deep knowledge of their customers’ needs, behavior, and preferences to be aware of the ways in which their hospitality services will be delivered. Thus, in the hospitality industry, customer relationship management (CRM) becomes a strategic imperative for attracting and increasing guests’ patronage. CRM has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance.
Keywords
Hospitality Industry, Services Marketing, Customer Relationship Management
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