Customer Relationship Management in Tourism and Hospitality Industry

Abstract

This study aims to examine the importance of Customer Relationship Management in Tourism and Hospitality Industry. Customer relationship management is gaining popularity nowadays. Recently many organizations have adopted CRM in order to make strategy towards managing customers and provide better services to them. Customers are backbone of any business and maintaining better relationship with customers yield better results. CRM applications enable Tourism and Hospitality industry to make detailed information about their customers which results customer retention and customer satisfactions and further results productivity and profitability. Due to growing popularity of Globalization, Products and services are easily available to any part of the world which increase global competition so there is a need to retain customers and that can be done with the help of CRM, The study concludes that in order to satisfy and retain customers there is a need to use CRM in Tourism and Hospitality industry.