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An Empirical Analysis of Selected Dimensions of Customer Relatioship Management Practices in Selected Hotels in the State of Gujarat

Vol 19 , Issue 1 , January - June 2018 | Pages: 31-51 | Research Paper  

https://doi.org/10.51768/dbr.v19i1.191201812


Author Details ( * ) denotes Corresponding author

1. * Neha V. Shah, Assistant Professor, Department of Commerce & Business Management, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, India
2. Parimal H. Vyas, Vice-Chancellor & Dual Professor of Management Studies, Department of Commerce and Business Management, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, India

Purpose: 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.

Methodology: Structured questionnaire has been used to collect the primary data. Exploratory cum descriptive research design has been used 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. SPSS and AMOS software have been used to analyse the data with the help of Structural Equation Model (SEM) technique.

Key Findings: 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, 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.

Limitations: The study suffers from limitations of geographical coverage. The limitations of time, cost, and biasedness of hotel guests in answering questions may have affected results.

Implications: Customer Relationship Management (CRM) is the business strategy for maintaining and developing relationships with profitable customers along with handling the less profis generating customers. The cost of doing business with them is the focal theme of this research study.

Originality: The present study is significant due to availability of few research studies in India focussed towards 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.

Keywords

Customer Relationship Management (CRM), Hotel, Guest, Service Quality.

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