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

Customers are the backbone of any industry and so that they should be satisfied in all aspects. In recent years, customers are handled easily by Customer Relationship Management which helps in managing customers very effectively. But, in some cases business firms fail to satisfy customers. From the study, it was identified that most of the customers are not treated with proper care and Customer Relationship Management in hotels helps in creating a bond between the customers and the service providers. Their basic expectation of good service is not being provided. Safe lodging is an important element of customer care but that is not being provided in few of the hotels. This research aims in studying the CRM practices followed by the hotels and analyses the factors influencing the customers’ preference towards the hotels and the problems faced by the service providers while retaining the customers.

Customer Relationship Management, Customer Retention, Customer Loyalty, CRM Practices, Customer satisfaction

"EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL INDUSTRY: A Focus on Star Hotels, Trivandrum District, India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.416-424, June 2019, Available :http://www.jetir.org/papers/JETIR1906X89.pdf

"EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL INDUSTRY: A Focus on Star Hotels, Trivandrum District, 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. pp416-424, June 2019, Available at : http://www.jetir.org/papers/JETIR1906X89.pdf