Online published on 15 March, 2019.
The Objective of this research paper is to study CRM practices used in Star Hotels in Pune City. This research is conducted in Pune city and a survey method was used to collect the data from 7 Star Hotels and 40 customers. Hotel industry is an integral part of the nation's economy with its huge potential. The hotel business market is one of the largest consumer sectors in the country like apparel and real estate sector. Today in the highly competitive market, increasing customer demands hotel industry realizes the importance of customer relationship management. Customer Relationship Management (CRM) is one of the most popular business strategies that have been adopted among researchers, house-building companies, institution and organizations nowadays.
