*Assistant Professor, Department of Commerce & Business Management, Faculty of Commerce, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, India
**Vice-Chancellor & Dual Professor of Management Studies, Faculty of Management Studies & Professor of Commerce and Business Management, Department of Commerce and Business Management, Faculty of Commerce, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, India
Online published on 31 January, 2019.
THIS empirical research study was carried out to evaluate Customer Relationship Management (CRM) practices followed in selected hotels from selected cities viz., Ahmedabad, Surat, Vadodara, and Rajkot of the Gujarat State.
The primary data were collected through structured questionnaire using exploratory cum descriptive research design in order to identify and evaluate the responses collected from conveniently drawn, 1200 hotel guests or customers on selected aspects viz., responses on frequency and reasons for visit to the hotels; expectations and experiences on selected dimensions of ambience of the hotels, service quality, and facilities as offered to them by the selected hoteliers. Data were analyzed using SPSS and AMOS software for constructing Structural Equation Model (SEM).
The research study aims to give meaningful insights pertaining to intention of hotel guests to visit the hotel again based on ambience considering well furnished hotel, pollution free environment, sufficient parking place in the hotel as well as the selected dimensions of service quality viz., provision of quick service in dining section, arrangement for purchase of movie tickets if required, and provision of 24 hours online reservation, and provision of babysitter. The findings also supported the fact that, preference to stay in next visit were determined by four service facilities of the hotel viz., swimming pool, Gymnasium, sports, and money changing facilities.
The study suffers from limitations of sample size and limited geographical coverage. The limitations of time, cost, and biasedness of hotel guests in answering questions may have affected results.
Customer Relationship Management (CRM) is the business strategy for maintaining and developing relationships with profitable customers and managing with the less profitable customers and the cost of doing business with them is the focal theme of this research study.
The study assumes importance in the light of the fact that only few studies have been conducted in India on measuring Customer Relationship Management (CRM) practices followed by selected hotels of Gujarat state so as to uncover attitudinal dispositions towards intentions of the guests to visit/stay in the hotel.
Customer Relationship Management (CRM), Hotel, Guest, Service Quality
