Determinants of Customer Relationship Management:A Study of Five Star and Five Star Deluxe Properties in NCR

Hospitality industry is rapidly growing and the competition is also very aggressive. To increase the profitability sales has to be increased or the cost needs to be reduced or the other way out is to retain the profitable customers. So, to survive in the present scenario customer has turned out to be the most important asset and establishing and maintaining relationships with customers is an inevitable strategy. But there are many factors which play crucial role in customer relationship management. In the present study those factors/determinants have been identified by applying factor analysis. The five factors extracted from factor analysis are complaint handling and customer satisfaction, customer offers and customer information, hotel employee's behavior, customer needs and preference, customer treatment and feedback.