Impact of incorporated customer relationship-An insight towards Hospitality Industry in realms of CRM integrated framework

In the global era of competition where due to customer awareness the customers today tend to be more price sensitive, sophisticated and calculative in deciding the service providers. With increasing competition apart from the quality and brand image the relationship marketing has also gained momentum, emphasizing more on the emergence and development of Customer Relationship Management(CRM). The paper hereby is an attempt to present the importance and applicability of CRM with respect to the hotel industry. It also highlights the parameters for effective integration of CRM in hotel operations. Considering the three pivotal of effective CRM integration i.e. in Managerial Processes, ICT and Knowledge Management, the paper builds up a concrete framework establishing the relationship between effective CRM vis-à-vis increasing popularity.