• Dr. Ranjan Kumar Kantha
• Dr. Somabhusana Janakiballav Mishra
• Debasish Rout

Customer Relationship Management (CRM) is presently one of the popular topics in the area of business strategy, information technology and marketing management. Firms that enclasp CRM, seek to provide accordant and personal customer service over time and across multiple touch points. Apparently, the hotel industry, with its focus on customer service and abundance of customer touch points, seems uniquely placed to take advantage of CRM. Customer Relationship Management differs from conventional marketing initiatives, while the latter take primarily a short-term, transaction approach, CRM focuses on maximizing revenue from each customer over the lifetime of the relationship by getting to know each one closely. The firm no longer markets to customers, but it promotes a relationship with them through programs that spreads marketing, operations, information systems, accounting and other organizational functions. Keeping these extensive issues in mind, this paper presents analysis and views on the customer relationship practices by different hotels of Odisha. The main objective of this paper is to compare CRM practices between budget, mid market and premium hotels in Odisha. Data collected from 112 hotels, on 20 CRM parameters and the respondents responded in a 1 to 5 scale to know the CRM practices. It was found that there is a difference between the factors upon which budget hotels and mid market and premium hotels focus.

Customer Relationship Management, customer relationship practices, Hotel Industry, budget hotels, mid-market hotel, premium hotel

"A comparative analysis of CRM practices between budget, mid-market and premium Hotels of Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 6, page no.1314-1326, June 2020, Available :http://www.jetir.org/papers/JETIR2006523.pdf

"A comparative analysis of CRM practices between budget, mid-market and premium Hotels of Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 6, page no. pp1314-1326, June 2020, Available at : http://www.jetir.org/papers/JETIR2006523.pdf