• S. Senthil Kumar,

With the increasing competition that businesses especially in hotels industry face today in order to survive, firms have to adjust their approach towards customer relationship management practices and come up with response strategies for dealing with the highly competitive environment. Traditionally hotels are more focused on the physical product and services. Hotels industry today is waking up to consumers who demand consistent delivery of the brand promise, changing needs and sensitivity to socio-political both locally and globally. The study findings illustrates indeed there are several customers relationship management practices known in the hotel industry. The study concludes that CRM Practices is an important component because of incremental impact it has to the market share. The CRM practices tracks customers interactions with the firm and allows employees to instantly draw information about the customers such as past sales, services, recalls, experiences, feedback and trends of universal problems. The study is recommended that managers and organizational heads should not only continuously strive to support CRM activities in the hotels, but also embrace all CRM practices that make the hotels more competitive to ever changing customer’s trends.

Key words :Competition, Brand Promise, Universal Problem, CRM, Customers Trends

"A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES AND CHALLENGES IN MADURAI BASED HOTELS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.260-264, April-2019, Available :http://www.jetir.org/papers/JETIR1904338.pdf

"A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES AND CHALLENGES IN MADURAI BASED HOTELS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp260-264, April-2019, Available at : http://www.jetir.org/papers/JETIR1904338.pdf