Analyzing the Influence of Customer Relationship Management on Firm Performance: A Study of Hotel Industry in India

Today, companies have come to realize that customers are the foundation of a business and effective relationship management is indispensible for the success of an organisation. Hence, one of the most important objectives of a company is to satisfy its customers as they are the backbone and keep a business running. Moreover, it is being witnessed that customer's needs and buying behaviour have changed considerably. In order to meet ever changing demands, organisations need to adopt customer oriented marketing strategies to gain competitive advantage. Since customers nowadays are becoming more price sensitive and shift loyalty frequently in terms of selecting products and services of any company, it has become very difficult to retain them. As a result, emphasis on long term relationships with customers has gained momentum in businesses. The goal of the present study is to expand the study of customer relationship management (CRM) by investigating the association of dimensions of CRM and organizational performance. The study extends customer relationship management to the hotel industry context. It explores a set of CRM dimensions or constructs that are important for implementing CRM in hotel industry in Indian perspective.