Paper Title
Effect of Customer Demographics on their Perception Towards CRM Practices Adopted by Selected Hotels in Rajasthan Province of India
Abstract
Hotel industry is a highly flourishing, lucrative and competitive market. To compete in such a market, the hotels
should focus on maintaining good relations with the customers and satisfying the customers. Increasingly, the organizations
are using Customer Relationship Management (CRM) to help boost sales and revenues by focusing on customer retention
and customer loyalty. CRM is the new concept of customer retention and its ruling the marketing world like a pro. Rajasthan
province of India is on the world map of tourism and well renowned for its hotel industry. There is a limited study on this
topic hence the researcher finds it worth exploring the topic in this region. An attempt has been made in this paper to study
the perception of customers towards CRM practices followed by Managers of respondent organizations.
Keywords: Hospitality Industry, Customer Relationship Management, Customer Retention, Customer Loyalty