Building Up Customer Loyalty In Hospitality Industry Through CRM

Lai, Pooi San (2016) Building Up Customer Loyalty In Hospitality Industry Through CRM. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In today’s business world, customers are the core of business. Since customers are the source of profitability, marketers try hard to create the best competitive advantages to protect their market position. For hospitality industry, hotel management has conducted the Customer Relationship Management (CRM) as business strategy to gain loyal customers rather than attracting new customers. To ensure that CRM fully play its role, the four of CRM components (customer orientation, CRM organization, knowledge management and technology-based CRM) has become the valid measurement on organization performance to build customer loyalty in long term run. In order to achieve research objectives, the quantitative research is conducted through questionnaires distribution to 150 respondents of all rate hotels in Malacca, Malaysia. Based on the results, technology-based CRM is not significant effect to customer loyalty. The findings also had shown that customer orientation strong influence to customer loyalty.

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