Customer Relationship Management Practices Adopted by Hospitality Industry in Selected States of North India

The use of a Customer Relationship Management application is to create a business strategy is an excellent way to increase customer loyalty and customer retention. By personalizing a customer's stay, a hotel can ensure that customers will come back again and again simply by remembering their favourite beverage, pillow or other preferred amenity.

CRM implementations allow hotels to customize the stay of loyal and valued customers as well as create special loyalty rates for customers who continue to spend quality time and money with the hotel. This is important because customers remember hotels that gave them personalized care. Also a business strategy put into place with CRM ensures that the hotel's technology is up to date and that a hotel can track a customer's satisfaction by creating a close relationship to that customer. The research paper focuses on CRM practices in hospitality industry in selected states of North India.