Measuring Customer Relationship Management and Service Quality in the A-Class Hotels in Jammu

Globalization, increasing competition and advances in information and communication technology have forced companies to increasingly focus on managing customer relationships and service quality in order to efficiently maximize revenues. CRM is the key competitive strategy & business need to stay focused on. It refers to all business activities directed towards initiating, establishing, maintaining and developing successful long term relationship exchange. Service quality has also been viewed critical for service firms to position themselves strongly in a competitive environment and also as indicators of business performance . In an increasing competitive environment, the issue of service quality can gain great significance, particularly, in the service sector owing to special characteristics like intangibility, perish ability, inseparability, etc. Tourism consumption can undergo a significant transformation and involvement of human factor in the qualitative delivery of products and services, can result in more attention towards the issue of efficiency, satisfaction and improvement in service quality. In the light of this the overall objective of the research is to study CRM in the hospitality industry. More specifically, the paper examines the impact of CRM on the service quality in the hospitality industry. The study also frames policy parameters to further enrich CRM and to improve its impact on service quality.