Customer Relationship Marketing in Hospitality:A Study of Star Hotels in Bhubaneswar

In 21st century extremely competitive scenario, customer is the centre for each and every business transactions in any sector. In this cutthroat economy, it’s a difficult task for professionally managed service organizations to retain and sustain customers by providing services differentiation and innovative branding strategy. Specifically, in hospitality industry maintaining long-term relationships for retaining customers and expecting loyalty from them is very much difficult. It is a major task for today’s smart marketers and hoteliers to cater the diverse and specific needs of their customers in a very profitable and mutually satisf ied manner. Hence, it requires a comprehensive blending of marketing intelligence, innovative supply chain, and high standard of customer service. Through which a holistic marketing value can be delivered to gain competitive edge over the market rivals. Accordingly, relationship marketing plays a pivotal role in retaining prospective customers and providing them value augmentation through qualitative service delivery. Relationship marketing approach also helps service industry to create strong bonding with their prospective customers.