• Subi Mol. G. S
• Dr. M. Babima
• Dr. V. Bini Marin

Customer Relationship Management is a systematic approach for serving customers in such a manner that customer retention and profitability in marketing are assured. CRM is the strongest and the most efficient approach in maintaining and creating relationship with customers, thereby helping in retaining the customers. From the study, it was identified that the Customers are dissatisfied with the services provided by the hotels and the facilities they have like speedy net connection, proper phone bookings and facilities for pets. The Customer Relationship Management System for retaining customers is not effectively handled in many hotels. This research aims in studying the facilities and services provided by the hotels and also examines the satisfaction level of the customers towards the hotel.

Customer Relationship Management, Customer Retention, Customer Satisfaction, Customer Relationship Management Systems, CRM Software, Relationship Marketing,

"Role of Customer Relationship Management in Customer Retention with Special Reference to Star Category Hotels, Trivandrum, India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.407-415, June 2019, Available :http://www.jetir.org/papers/JETIR1906X88.pdf

"Role of Customer Relationship Management in Customer Retention with Special Reference to Star Category Hotels, Trivandrum, India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp407-415, June 2019, Available at : http://www.jetir.org/papers/JETIR1906X88.pdf