Impact of Customer Relationship Management on the Hotel Business of Au

Question: Explain about the impact of customer relationship management on the hotel business of Australia. Answer: Here, in this paper, the researcher is aiming to explore the effectiveness of the customer relationship management in the growth and performance of the hotels sectors of Australia. For the hotel industry, it is important to retain the old customers and ensure a significant performance level. As discussed by Neslin (2014), the customers of the hotel industry encompasses a huge societal horizon. It can easily be identified that the expectation pattern of them are typically diverse. Sometimes it becomes difficult to identify them. The CRM helps the hotels to improve the core and the extended customer services. Without the tool of CRM, the management often finds it difficult to discern the lack in their services. Thus, they lose their customer loyalty and pay the consequence of decreased busyness and customer satisfaction. As opined by Khodakarami Chan (2014), if an establishment wants to improve the customer relationship management, it is important for the administrators of the hotels to guide the employees about the significance of clientele and customer satisfaction in the hotels. The appropriate understanding of the consumers choice by the staffs will be helpful in building a relationship with the consumers. The behavior, attitudes and the demand pattern of the customers has to be examined and tracked throughout the sales cycle of the hotels. The basic strategy of open communication and polite manners has to be encouraged among the workers. As mentioned by Zeithaml et al., (2012), it helps the customers and the workers to build an effective communication. Therefore, it can be proposed that with increased knowledge of the customer demand, the hotels will be able to provide an increased service level. Thus, those hotels, which are utilizing this strategy, are gaining a referral from the old customers and thus expanding their market operation. In the course of this research project, I have identified the importance of the customer relationship strategy in the operation and customer satisfaction of the hotels. As discussed by Khodakarami Chan (2014), it is one of the prerequisites of the hotels to maintain a proper CRM strategy to be valid in the market in a long run. In the context of the hotel industry of Australia, it is creating the same effect and importance on the customer retention and new customer integration. I have already scratched out the problems and the problem solution for the CRM issues. I also have reached in the stage of the project completion with the exploration of the effects of the customer relationship management on some of the hotels of Australia. I have faced problems in collecting data regarding the direct effect of the CRM in the performance and growth of the hotels on Australia. In the cases of the big establishments, the data can be obtained, but in the cases of the small and new enterprises, it is difficult to gather the quantitative data (Roulston, 2014). As discussed by Neslin (2014), as the idea of CRM is qualitative factor, understanding the direct influence was difficult too. Now, I still have to complete the segment of theoretical concepts. I have prepared almost all of the phases of the research work. However, the steps of developing the research process and the elaboration of the relevant background information have not been done yet. However, I hope I will be able to conclude my work within the next 10 days of this month. This project and the related literature consultation have made me educated about the process and importance of the customer relationship management in the growth and performance of the companies. This project has also provided me the idea and knowledge of the research work. Now, I have the idea of the methods of collecting data and their interpretation. In addition to this, during the course of this research, I have experienced how the eminent companies treat their consumers. They are always present for their customers. Here, the customers are being provided with what exactly they are wanting. A research project is difficult for an individual to conduct. If I can get help from my classmates regarding the completion of the project, it will help me conclude it faster and in a better manner. During the course of this research work, I am facing issues with collecting data and interpreting those (Prohorovs Fainglozs, 2014). If I get help from my classmates in the process of data collection, it will be helpful for me for the successful completion of this project. As discussed by Friedman et al., (2015), in the process of a research, literature review is a huge part to be completed. As there are a number of literatures and online academic sources regarding the topic of customer relationship management and its effect in the hospitality sectors, it will be helpful for me if I get some assistance in gathering the related data and ideas from this step of conducting a research. References: Friedman, L. M., Furberg, C. D., DeMets, D. L., Reboussin, D. M., Granger, C. B. (2015). Data collection and quality control. InFundamentals of clinical trials(pp. 233-253). Springer International Publishing. Khodakarami, F., Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation.Information Management,51(1), 27-42. Neslin, S. A. (2014). Customer Relationship Management (CRM). InThe History of Marketing Science(pp. 289-317). Prohorovs, A., Fainglozs, L. (2014). Problems of data collection, processing and use of informal venture capital.Procedia-Social and Behavioral Sciences,150, 88-96. Roulston, K. (2014). Interactional problems in research interviews.Qualitative Research,14(3), 277-293. Zeithaml, V. A., Berry, L. L., Parasuraman, A. (2012). Customer Relationship Management: Concepts and Cases.CUSTOMER RELATIONSHIP MANAGEMENT: CONCEPTS AND CASES, 130.