The role of Customer Relationship Management activities in the growth and expansion of hotel industry while finding out the gap between customer’s requirements and offered quality of services and products

Today,service organizations are shifting their focus from “transactional exchange” to “relational exchange” for developing mutually satisfying relationship with customers. Extended relationships are reported to have a significant impact on transaction cost and profitability, and customer lifetime value. Serving the customers, in true sense, is the need of the hour as the customer was, is and will remain the central focus of all organizational activities. The hotel industry, especially the luxury segment hotels needs to be purely customer-centric and focus on the customer needs and duly fulfill them.

Customers will not blindly accept poor service quality from a luxury hotel. They expect high quality of service in return for the money, they spend in luxury hotels. This paper is an attempt to explain the dark side of CRM in the luxury segment of the hotel industry with the help of the ‘Gap Model’ referred to in literature which suggests that gaps in service occur at various instances. The author explains that the gap CRM is a useful tool to explain the dark side partly. There is more to the dark side like privacy issues, unwillingness of customers to build a relationship with the service provider, changing tastes and preferences of the customer. Hotel Company has been chosen as a single case study and the research questions have been devised, addresses the industry at large, using a classic example of superior service quality to the customers. Some simple measures to reduce the dark side have been mentioned, which addresses the third and last research question.

The project would contribute as a useful guide for luxury hotels, provide them some valuable information on what the customer expectations are and if they are duly met then service gaps shall not occur. This research shall provide scope for luxury hotels to improve their overall service quality and strengthen their position in the industry. The relevant existing theory has been reviewed and the subject has been explored, using the ‘Gap CRM’ (Parasuraman et al 1998) mainly. Based on the research findings and analysis, recommendation has been given to reduce the dark side at this hotel and luxury hotels in general.

Chapter # 1:     Introduction

1.1    Problem/Issue

Chen and Popovich, (2003) have been stated that in order to create the satisfaction and loyalty among the customers the business organizations are trying their best level to create and build strong and long term relationships for increasing sales and making maximum market share from the potential target market. Customers buy and hire the products and services to overcome their needs and wants and for this purpose they go to market to buy and hire services and products and spent money just to overcome their needs and wants and ultimately they got an experience after utilizing the products and services and on the behalf of the experience they make decision to again buy those products and services, if the products and services have already satisfy their needs and wants then they again buy the products and services otherwise they become angry and never come again to buy those services and products. There are so many benefits of CRM department and especially in the hospitality sector it is very important for the business organizations to establish CRM department for making sales and earn profit. Customers can buy different products and hire the services from different outlets remaining at their homes due to advancement in technology and vendors have been improved the features of products, and the different strategies have been used by the vendors to set the pricing and designing the products features. Due to high competition in the hospitality industry among the different hotels each hotel is offering its products and services at low price but better quality of services and products as compared to each other just to build strong relationship for earning more profits from the customers by implementing different customer relationship strategies and policies. Sugandhi, (2002) has been stated that customers have a full range of different opportunities and options as per their requirements and expectations to buy any products or service to overcome their problem at low price as compared to its competitors. In the field of hospitality, customer services are playing its role in creating information among the clients regarding quality of services and products in the hotels. According to Chen and Popovich, (2003) that these days in hospitality industry the hotels those providing best services and products to its potential customers in the market are trying to offer the services and product of high quality because all the hotels in the same market are offering same services and products, and each hotel is trying to offer better quality of services as compared to each other to make more clients to earn generate more revenue and to increase the sales and making more profit for the organization. Sugandhi, (2002) has been stated that customers are the startup and end of any business activity in the hospitality industry, and it is very important for the business organizations to create more quality in their services and products to offer their customers at high quality but at low price for making more and more customers. Customer relationship management is playing its effective role in creating and providing better quality of services and products and in identification of customer’s needs and wants and for this purpose the companies are paying more money and huge budget for maintaining CRM department. Strong relationship can be built in a way that if the customers are happy and satisfy and loyal and in this way the organizations can make more money and profit by establishing strong relationship with clients with the help of CRM department because without CRM department help it is very hard for them to create loyalty and satisfaction. In the hospitality sector the hotels can easily recognize its client’s expectations to offer them suitable services for creating happiness and loyalty among them (Parasuraman et al., 1985). When all the hotels in the same industry are providing the same services and products and with the passage of time and enhancement and change in the technology at high speed the requirements and the needs of clients are also changed with the change in technology so there is an opportunity for the hotels to achieve that opportunity to achieve its objectives and for the survival and to capture the more market share, CRM department as has been discussed above the responsibilities and role of CRM towards achieving this opportunity and all the hotels have the same opportunity. Only one issue is to identify their expectations and then as per their expectations if the same quality of services and product can be offered then the market share can be increased by capturing more new clients from the market.

1.2    Research Title

The role of Customer Relationship Management activities in the growth and expansion of hotel industry while finding out the gap between customer’s requirements and offered quality of services and products in Hotel Industry in United Kingdom (A Case Study of Holiday In Hotel London).

1.3    Research Aims and Objectives

The main aim of this research is to find out the importance and activities of the customer relationship management department and its activities in the sales and growth of hotel industry in United Kingdom, the researcher want to find out the role and importance of CRM department and its strategies designed by the management of the department for achieving organizational goals and objectives in the era of high competition in the hospitality industry in United Kingdom. And the researcher will find out the main role of CRM department in recognition of customer’s expectations and their needs and wants in hotel industry for increasing sales and participating in hotel growth in United Kingdom. The researcher will also find out the key success factors those can play their important role in finding out their level of quality and their priorities while hiring hotel services and the way of hotel management to keep the client’s record for future purpose, the researcher will also find out the main relationship between the CRM activities and the customer’s expectations. The researcher will also find out the relationship between the requirements identification and satisfaction of customer and loyalty and overall impact of these factors on the sales and growth of hotel. The researcher will also interest in find out the association between the CRM challenges and problems faced by the CRM department while designing and implementing its effective strategies and policies for positive outcomes. The researcher will also investigate the actual nature and main responsibilities of the CRM department and its other liabilities and its obligations towards employees and customers in achieving organizational goals and objectives. The researcher will also find out the main factors those can contribute their important role in creating and enhancing loyalty, satisfaction and happiness among the customers in the hotel industry and finding out their main priorities. In the end the researcher will make conclusion and will find out the weak areas of CRM department and management in the selected hotel and will also designed the positive suggestions and recommendations for the Holidays In hotel to improve its services and quality of services and products to achieve organizational objectives.

1.4    Research Questions

There are the following main questions related with this research, the researcher has made these questions while keeping all the aims and objectives of this research in the mind and for achieving the above mentioned aims and objectives.

What is the importance of CRM department at hotel industry in the United Kingdom?

What is the relationship between the sales and the CRM department?

What are the factors that can be helpful in identifying the client’s requirements and their priorities for offering them suitable and as per their requirement quality of services and products?

How CRM department can design and develop effective policies and strategies for achieving organizational objectives?

What is the role of client’s perception and their expectations in enhancing sales and growth of an organization?

What are the main challenges and problems that the CRM is facing while implementing and designing its strategies in the hotel industry?

How happiness, satisfaction and loyalty can be created by the CRM department among the potential clients?

How the CRM can reduce the gap between the client’s requirements and their perceived quality of services and products and how it can be reduced by the CRM effective strategies?

1.5    Scope of Research

In the hospitality industry the researcher will find out the role and importance of CRM department on the sales and growth of hotel in the hotel industry effectively and this research will play its important role for the hotel industry in United Kingdom while the CRM department will design and implement those strategies for capturing new and retaining the potential clients by establishing strong relationship with them after analysing their requirements and identifying their priorities in hotel industry. This research will also play its important role in the hotel industry when the CRM department will design and implement its effective strategies for creating happiness, loyalty and satisfaction among the clients for achieving organizational objectives and this research will also disclose the important factors for the organizational success. This research will also identifies the way to recognize the client’s priorities and the necessary skills and information will also be disclosed by the researcher and it will very helpful for the management and the CRM department administration for making important decision in the future to obtain organizational objectives successfully. All of the hotels in the hospitality industry have implemented the customer relationship management department and are running its operations effective for achieving organizational objectives and a high level of competition is there in the industry among the hotels for capturing more market share for sales and profit earning.

1.6    Ethical Considerations

There are so many ethical considerations that will be adopted by the researcher in order to create reliability and validity of the research and the conclusion, while gathering primary and secondary data, while representing the primary data and while making analysis and conclusion and making suggestions the researcher will adopt the ethical considerations for the validity and reliability of research. First of all the researcher will never ever cheat someone else work and will not steel work of his any colleague or student and will never allow someone to steel his work. The researcher will use fresh references and will use the valid sources of gathering primary and secondary data and researcher will not include his opinion in making analysis and conclusion, just will rely on the findings and analysis. The researcher will not use this research for another academic purpose and will keep the respondents data secret. The researcher will not disclose the details of respondents and not disclose the secrets and trademarks of the selected hotel to anyone.

1.7    Limitations

There are so many limitations of this research associated with this work because the research is a student, and being the student he has limited time and limited financial and other resources and for this purpose he has been selected the case study as tool to conduct his research and limited number of respondents were selected. The researcher has not too much budget for conducting this research and has limited time schedule to present his report for achieving master degree and the researcher has no already any experience of conducting research that’s why the researcher has decided to conduct the interviews and distributing the questionnaires among the potential clients and will select about 150 individuals as respondents. Remaining the financial resource will be arranged by the researcher from his own means and a supervisor will be allocated to the researcher to follow his guidelines and under the supervision of a supervisor all the research will be conducted.

 

Chapter # 2:     Review of Literature

2.1    Introduction

In this chapter the researcher has been explained about the main duties of customer relationship management in the hospitality sector in the United Kingdom and the researcher has also explained the relationship of CRM departmental activities and its strategies for achieving organizational main goals and objectives. According to Gronroos, (2001) that CRM is responsible for making sales and profits in an organization and making different strategies to achieve overall goals is also the responsibility of the customer relationship management. The effective way and all other related aspects and factors have been also discussed here, the previous and fresh scholar’s statements have been included and a rational review of literature has been presented and at the end of the section the conceptual frame of reference has been discussed regarding this research. In this section the researcher will also explain the scholar’s statements and the literature about the importance and role of customer relationship management in making sales and profit.

2.2    Customer relationship Management

CRM can capture new and more clients from local and international markets only in one way is that first identifying their expectations and then as per their requirements offering them the suitable services and as per their priority offering them the services as per their priorities then the CRM can be successful in the job, because in the hotel management some customer gave priority to their privacy and some of them gave priority to the luxury, and some of them gave priority to the both luxury and to the privacy. According to Buttle, (2004) that the customer relationship management is mainly responsible for the business promotions, marketing, sales, maintaining, profit earning, introducing the new and old products and services in the hotel management industry is always managed by the CRM department and this department is the major responsible for capturing new clients from the target market. According to the Sugandhi, (2002) that instead of customer relationship management the business organizations can use the new and latest technology of communication for making an interaction with the clients is the internet and online you can make interaction with them to solve their problems or to solve and introduce them the new or change in the product or services and new clients can be captured by using the latest media rather than the CRM department inside the hotel. CRM staff must have the skills to use and to offer the best services and the products to the customer on the computer and in this way the customer from the distance can be captured with a little extra efforts and spending little bit amount on the trainings for the employees and in this way international customer can be captured by the hotel industry, foreign visitors is the big and huge target market for the hotels in United Kingdom and especially hotels situated in the London can capture them.  According to the Gronroos, (2001) It is not easy for the customer relationship management to find out new clients from the international markets and from the local market without new and latest procedures and technology usage, and more making promises and then overcome on these promises is not an easy task for the hotel management. CRM can play its role in marketing as well as in the other sectors, when the customers will perceive the expected quality of services and expected priorities then in this way they will become the reference groups and free of cost marketing and testimonials marketing has great impact on the others to attract more new clients from the market. As the scholars Schneider and Bowen, (2007) have been stated that CRM main responsibilities are to create strong relationship with the clients for making money and earning more profits and for the more success to get more market share is also the main responsibility of the customer relationship management in the hospitality industry, in the meanwhile to create loyalty and the satisfaction among the clients it is CRM department responsibility to recognize their expectations for offering them the services and products and creating high level of satisfaction and loyalty among them. And the same is vise versa, when some client become angry he or she will let others and will inform others like his or her colleagues, friend, family members and family friends about his or her experience and in this way the hotel can lose the business, and it is famous statement of a scholar that no client n business and in this way the competitors will get maximum benefits because the angry customer will next time hire the services from the competitors and will buy their products rather than from you. So in both case the CRM can play its important role in creating happiness and loyalty among the client, the angry clients can also be satisfied by negotiation and by offering them the suitable solutions and in this way a strong and long term relationship can be established with them for making more money and earning more profits. Bennett, (2006) has been stated that in the high competition among the same services and products manufacturing organizations only the CRM department can assure the success for the organization, because the main purpose of this department is to develop effective policies for the organizations in the hospitality sector in United Kingdom. This department can recognize the customer’s expectations and their needs by using skilled and latest technology equipped staff members to offer them the services and products as per their own wish so that they become happier and become loyal. According to Sugandhi, (2002) that through getting feedback from the customers the CRM department can be able to find out the customer’s level of satisfaction and level of happiness and in this way CRM has the opportunity to make the relationship with the clients on long term basis for making more money and can earn more money for the organization as well. Gefen, (2002) has been stated that CRM department can be used by the hotel industry to design and develop profitable strategies for the new and old customers by creating loyalty and satisfaction after implementing those strategies and by considering customer’s priorities and their expectations for business success. This is CRM responsibility to make string relationship with the clients as by offering them the suitable and as per their expectations the products and services for earning money and achieving its main objectives and goals for long term. Sheth and Parvatiyar, (2007) have been stated that instead of paying money to the CRM department, the business organizations can spend this amount for the welfare of customers and for the advertisement and can offer the services and products to the customer at very low price, and in this way the organizations can also get more money and can lead and can become market leader in hospitality sector, the standards of hospitality and other standards are already the part of legislation in United Kingdom and all the stakeholders act on legislation in the hospitality sector so without the CRM department the clients can be made and client can be attracted and retained.

2.3    Loyalty and satisfaction

Anderson and Mittal, (2006) both have been stated that there is a string relationship between the quality and services and satisfaction and there is also direct relationship between satisfaction and loyalty, satisfaction always leads to the loyalty whereas the quality and the services play its role in creating the satisfaction level among the clients and among the staff members. And for all this purpose only one department named as customer relationship management can only create the satisfaction and loyalty among the clients as the researcher has been explained in the following figure as the researcher has been showed that the level of satisfaction can be created among the clients easily with the help of customer relationship management and in this way both the organization and the client can be satisfied, client will receive the expected quality, services and products for which he or she has paid the money and the organization will earn the money by selling its products and services to the client and in between client and organization the CRM department has played its important role as discussed in the following figure.

Deliver, as per requirements and after utilizing client will receive good results and satisfaction will be created, and loyalty will be created.  

Some scholars have been stated that the satisfaction always leads to loyalty and I this way the organizations can make money and earn more profits. CRM with its skilled workers those have the complete knowledge about the features of the products of other competitors and have the communication skills to discuss their problems and have the authority to offer them the suitable solutions and allocated the full resources and access of all other necessary options and making arrangements for providing essential requirements, so after identifying their needs and requirements after filling forms and asking them by utilizing their skills and communication skills, and after identifying their expectations they send their expectations to the concerned department for serving them as per their own expectations, the manufacturing department is responsible for manufacturing those services and designing the services and products as per requirements and after using those services and products the clients will get very good results and satisfaction will be created among them and in this way the organizations can earn more money and clients will be retained. As Anderson, (2005) has been explained that sales and revenue can be enhanced if the organizations can be able to create satisfaction and loyalty among the clients by offering them the suitable services and products in the hospitality sector, the customer will come again and again only in one situation when he or she has satisfaction after utilizing the product or services in the past and they will bring the other clients after sharing their knowledge and experiences with their colleagues, mates, friends and family members being the social responsible and in this way the organizations can be benefited in both ways, sales enhancement and increase in the market shares. Whereas scholar Buttle, (2004) has been stated that instead spending a lot of money on the CRM department and other arrangements for equipping the CRM staff with latest technology and providing them other information and arrangements of training and spending lot of money, the organization in the hospitality sector can generate satisfaction and loyalty among the clients and can make more new contacts from the target market by spending this money for the welfare of employees and for the welfare of clients means to offer them the services and products at cheap price. Whereas Looy et al., (2003) have been stated that if the hotels could not provide suitable and necessary services and products to the customers then in this way instead of satisfaction and loyalty, discourage and disappointment can be created among the customers and when there is no customers then no business. According to the Buttle, (2004) that satisfaction always leads to the loyalty and loyalty always leads to the increase in the sales whereas the disappointment leads to the anger and anger leads to the disappointment. Anyway Looy et al., (2003) have been stated that CRM can create satisfaction among the clients only in one way that if they become success in finding out the exact needs and want of the customers and succeed in finding out the client’s expectations and then successfully offered them the services and products as per their wish and priority then the CRM departmental policies and strategies are successful and organization can achieve its targets and goals.

SatisfactionLoyaltyGoals and Objectives
Quality, Priority, features, speed, volume, design and functions, availability and price  Happiness and alternatively become loyal for the organization and will come again to buy the products and servicesIncrease in sales and more profit

According to the Buttle, (2004) that there is a link between the customer’s expectations and his or her happiness and this happiness can create satisfaction which is directly related with the loyalty and as shown in the above table that loyalty will attract the customers to buy again the products and services from the past organization and in this way the organizational objectives can be achieved and in the hospitality sector the people spend lot of money like 200 pounds per night stay and they need luxury, privacy and high quality of services and they may require taxi, mini cab or other facilities like lunch, breakfast or tea or high tea but as per their own wish and selection, and if the hotel management can be successful in finding out their priorities and their expectations then the clients will be more happy and next time they will book the room with the same hotel otherwise if they did not have the good experience then they may go to the competitors.

2.4    Quality f Services

According to the Gronroos, (2001) in the hospitality sector the organizations must deliver the high quality of services because the quality and the price are those both key factors those play their role in the success of organization. There is a deep and direct relation of sales with the quality of services and the quality of products, quality of services always includes way of serving clients, fast, speed, components, behaviour, attitude, politeness and proper solution, and some time when there is no difference between the customer’s expectations and the perceived values then it means that the client has perceived the quality of services of high level and excellent quality of services were provided by the organization and this all is due to the identification of client’s demands and expectations of services and his or her priorities, and especially in the hospitality industry the client’s always gave priority to their privacy and luxury and these are the main key success factors of hospitality industry to achieve the organizational objectives (Caruana et al., 2000). Kandampully & Suhartanto, (2000) has stated that client’s loyalty and satisfaction always influenced by the quality of services in hospitality sector and especially in the near future the sales of the service in hospitality sector depends on the previous experience and quality of the services of the hotel. They both have been explained that there are some different factors those mutually called the quality of services and some important are delivery of the product, Bahaviour while dealing, prompt response or reply of client’s call, offering him or her privacy and luxury priorities must be keep in consideration while serving the client and product’s ingredients and dealing style are the main components of quality of services, and clothing, neat and cleanliness, wall decoration and furniture and decoration pieces color matching has also great impact on the satisfaction and loyalty of clients, because some time the environment of the hotel may like free environment and client must feel that he or she is living at his or her own home. So the environment, furniture, staff behaviour, attitude, food, taste, serve style, privacy and luxury all together called as the quality of services and this quality starts and end on the expectations of clients. So the hotel management must keep in mind all these key success factors in order to achieve organizational objectives.

2.5    Gap Model

According to the Gronroos, (2001) that there are some ways to understand the way and procedure to identify the client’s needs and wants, and these needs, wants, requirements and expectations are very important for the hotel management to understand before offering the services to them to build strong relationship for making money and ultimately achieving top level goals and total administrational objective, the customer relationship management must understand the gap model defined by the Gronroos, (2001) to identify those expectations as the importance has been explained by the researcher above.

 

                              Gap # 1

Difference between the expectations and the perceived by the customers  

                                         

                                 Gap # 2

Served by the employees and offering of services and products (Full Range)  

                

 

                                   Gap # 3          

As per the expectations of customer and his or her choice serving  

 

                                       Gap # 4

Sharing the expectation information with manufacturing department for manufacturing the products and services and changing the products as per client’s needs and wants, to offer them the services as per their main requirements to compete in the market and become leader in the market.  

 

        Gap # 5

In the above figure as the Gronroos, (2001) has been given the model as discussed above that there are five gap levels and this is the main problem of the customer relationship management in the hotel industry that CRM department could not understand the gap between client’s expectations and the services and product’s qualities for offering and the hotel could not attempt the 100% targets in well manners. He also stated that if the CRM department pay its complete attention towards above model and design its strategies and policies as according to the gap model then the CRM can identify the client’s requirements in positive manners and the loyalty and satisfaction level can be raised among the clients for achieving market share and profit share as well. But there are some scholars those have been stated the solution of the above gap and they have also discussed the model in detail and gave the proper solution to the CRM department (Looy et al., 2003).

SituationProper and Reasonable solution
Gap exist because of lack of information about customer’s expectations to the managementThe management must review the employee’s skills and their training and the information and must measure the procedural impact and its importance and must check the total system and make necessary amendments and bring the change where it is necessary and for this purpose the management must hire some expertise people for proper solution.
  The gap occurs due to misperceive of employees and the staff member pass the wrong information to the services department and the services department offered the wrong services and products to the clients.Here in this gap the management must review all the weak points of communication and investigate the whole matter and must check the data entry system and must check the communication skills of staff and must review the communication system between the CRM staff member and the services booking officer and services provider staff and check their competencies and arrange courses or training sessions for all of them and make necessary amendments for improvements for achieving success in future.
This gap is because of the quality of services the clients has received the proper product and services as per his or her requirement but only the quality is of low level like the response was late, too slow, not complete, no feedback after offered and no proper solution of complaints.  In this situation again the management and the CRM department must pay their attentions towards the communication skills and towards the quality of services and its improvement mechanism and must involve the staff and customers in making decision and making it sure that the priorities and the expectations are cleared on the manufacturing department and supervisor staff must keep an eye on the staff work and they also make it sure that the clients are happy and they are perceiving the expected quality of services by negotiating with clients.

Looy et al., (2003) have been stated that while delivering the quality of services and products the staff members must take it into their considerations the all components of quality for successful achievements of business.

2.6    Gap reducing and Customer Loyalty

Bhote, (2006) has been stated that when the customer will perceived the quality of services and products as per its own choice then the satisfaction increased and the loyalty always increased because there is direct relationship between the satisfaction and loyalty, similarly the Getty and Thompson, (2007) have been stated that it is the loyalty factors that can be benefited for the organizations while making the market share and loyal people become testimonial and in this way the reference groups also come and buy products and services and the organizations can be benefited in this way as well. Whereas the Kandampully and Suhartanto, (2000) have been stated that relationship of customers with organizations, their decision making power and buying making decision, customer’s loyalty and services and product’s quality have the a major difference among all of them and the clients make a big difference, there are some customer those always buy and pay low price to buy product or service and some of them always pay their emphasis on the quality of services which includes the luxury and their privacy as well, and they do not like that others may interfere in their privacy. To create the loyalty to achieve the loyalty for achieving organizational objectives the CRM staff must pat its attention to reducing the gap between the customer’s expectations and offered quality of services and products for the successful business operations. Some scholars Reicheld and Sasser, (2003) have been stated that loyalty always enhance the sales volume and the loyalty can be built among the customers by identifying their needs and wants and then as per their demands and expectations the necessary quality of services and products can be offered to those customers for building strong and long term relationships with them in hotel industry for making more money.

2.7    Client’s attitude

According to the Schlesinger and Heskett, (2002) that in order to create the loyalty among the customer it is very important for the organizations to first identify their attitudes, because through their attitude their expectations can be identified, some women do not like if the staff members follow them and they ask them on the telephone line about tea of coffee and even then if the male staff member ask them about their schedule and those women prefer that the female staff deal with them. Jones and Sasser, (2005) have been stated that re sales and frequency of the customer are the main factors to measure the customer’s attitude and behaviour and in this way the attitude can be understand by the companies especially by the hotels in United Kingdom. Loyalty is a factor that can be created among the clients by identifying their main expectations and needs and wants and after offering them the service and products as per their needs and wants the loyalty can be created easily and in other means it is not easy to create among the clients. The Customer relationship management staff need the especial skills, competencies and abilities to identify the clients attitude to create the loyalty among them for making suitable sales and building long term basis relationships with them for achieving organizational objective in efficient manners and those trainings and policies are the actual parts of their duties and these are basically tools for them to identify their attitudes and demands and finally their attitudes towards services and products and their quality for making more money. Some scholar have been stated that the there is a gap exist between the organizations and the clients and due to this gap the organizations are suffering from the market share loss and it is easy for the organizations to reduce and minimize this gap by just identifying their attitude and their expectations for offering them suitable products and quality of services (Zeithaml, et al., 2006).

2.8    Skilled employees and Customer’s complaints handling

To handle the angry customer’s complaints it is important for the customer relationship management to understand their requirements and their problems to make proper solution of their problems and for this they need some special skills and information to handle the client’s problems and their needs first to identify and then creating the happiness and satisfaction by offering them the best and reasonable solution for loyalty (Zeithaml et al., 2006). This is customer relationship management manager’s duty to allocate proper resources which includes the trainings, competitor’s products and services complete information and the customer’s information, necessary skills and delegate the necessary authorities for solving the customer’s problem and in this way the loyalty and satisfaction can be created the only one way is that the CRM departmental attention is necessary in whole this procedure, and skilled employees can play their effective role in enhancing the customer’s loyalty and increase the profit ratio by their expertise and their skills by handling angry clients and creating loyalty among them (Helgesen, 2006). And Kim, (2005) has stated that it is the only loyalty that can be created by the skills and trained person and only the Customer relationship management department can train and equip its employees with suitable skills and proper trainings to accommodate its customers while handling their complaints and fulfilling their needs and requirements and creating happiness among them, and in this way CRM department can play its effective and efficient role in achieving main objectives of an organization. You can measure the loyalty level of customers in hotel industry while taking their feedback and their opinions and you will come to know the exact ratio of satisfied customers and you can ask them their priorities and ask them their expectations for more positive results (Gundersen et al., 2006). After selling the product or services the CRM staff can ask the customers about their experience about that service or products and in this way the CRM department can make amendment and can make change and can achieve financial objectives in good way and the market ratio can be captured at maximum level and thus the profit will be achieved maximum level, but the main factor is the skilled workers because without highly skilled worker it is not easy task (Oliver, 2002). Rather than to spent money on the CRM department the hotels management must provide the best offers, cheap offers and more decorated rooms, good services, more high quality of stuff, food, residence packages and other benefits just to create the loyalty and creating strong and long term relationship with them, but this all is possible in a situation that when the hotel’s administration provide the suitable offers of its services and products on reasonable price (Chi and Qu, 2008).

2.9    Luxury and Privacy

In hotel management the customer relationship management can play its role in creating loyalty in so many ways and some of them are discussed here like handling the client’s complaints, feedback and offering them the suitable offers and on reasonable prices and one more intrusting and beneficial thing is that the customers have two type of expectations in the hotel industry, first of all the luxury environment and second one is the privacy and the people need privacy and they like privacy, all the tourists need privacy and luxury because after whole day journey they need peace and calm in luxury and privacy environment so the CRM department can achieve this opportunity (Bowen & Shoemaker, 2008). There are some other very common and very important factors those can also participate in achieving organizational objectives especially in the hotel management sector with its CRM department which includes decoration, services offering style, staff manners, staff attitude, politeness, dealing with the customers and prompt services also can create happiness and loyalty among the clients and in this way the hotel can achieve the targets and market share in this way as well, because CRM is always responsible for capturing new clients and retaining old client as well. According to Su, (2004) that it is proved that the Luxury and the privacy are the most common factors those can play their important role in creating loyalty among customers in hotel industry and skilled workers can easily judge their priority and can offer them the suitable services and products. cleanliness, food, taste, variety of other things like food, pooling, games, grounds, cabs these all are the necessary but sales booster but the loyalty can be only built by the CRM effective policies.

2.10  Conceptual Framework of Literature Review

The researcher has designed the figure for conceptual framework of review of literature and the researcher has been explained the flow of work as explained in the below figure and researcher has explained each step in detail.

All the business organizations have their own goals and objective to achieve them the organizations do the business operation and transaction also done by the organizations. The above figure has mentioned that there is a positive impact of CRM department and its activities on the sales and the growth of the organization while contributing its staff in the business operations in achieving organizational main goals and objectives and in the growth of organization. Most of the business organizations have the same business operations and same economical objectives and goals. To achieve those business goals and objectives the business organizations it is necessary for the organizations to have clients from the target market and this proportion is called the market share and the volume of sales depends on the market share this ratio is directly proportional with the sales and profit as the researcher has explained in the above literature review. In the same market all the competitors provide the same services and products and the difference between the strategies and policies always leads the organization towards achieving organizational objectives especially in achieving market share maximum and sales volume. All organizations in the same industry trying their best to sell their services and products and for selling these products and services organizations have customer services department to develop and design the business strategies and policies and to identify the customer’s requirements. To make differentiation among the services and products the organizations can offer the variety of products and services on the behalf of high level of quality and other improving its services especially in the hospitality sector. To create the loyalty and satisfaction in order to achieve the sales targets and growth targets the organizations have the CRM department and the department is responsible for complaints handling and providing sufficient quality of services to the clients, and in hotel industry the main focus of the CRM department is always to recognize the customer’s expectations and requirements for offering them the suitable quality of services and products to achieve the targeted market share and sales and growth targets.

Chapter # 3:     Research Methodology

3.1    Introduction

The researcher has explained in detail the way of research and the methods he has adopted to conduct this research in detail and all those resources and the associated resources, sampling size, population size and primary and secondary data gathering techniques, data presentation and tools used in this research have been discussed in detail. The researcher has explained the aims and objectives of this research here in this section and all about the procedures of this research have been explained in this section. According to Soderlund, (2008) that the researcher must keep all the record of the research conducting which includes the methods, procedures, techniques and analysis tools and population and sample size as well as the main objectives of the research must be keep in record. According to the Reinartz and Kumar, (2003) that the researcher must follow a research method and keep record of all the work, due to the research method the researcher will save the resources and cost and the results are always valid and reliable when the researcher has adopted the specific way and method to conduct the research. Here in this research method the researcher has adopted the mix of qualitative and quantitative research method and selected a Case Study as tool to conduct the research because the research is associated with the academic purpose and the researcher has no such experience o research conducting and for the inexperienced person the case study tool is the better way to conduct the research and the researcher when has no time and money and for saving the time and resources the researcher must select the combination of qualitative and quantitative research methods and in the qualitative research methods the researcher must use the questionnaires for conducting the research.

3.2    Research aims and Objectives

There are the following aims and objectives of this research and all of those objectives have been discussed below one by one in detail, the researcher has explained the importance of customer relationship management in identifying organizational objectives and identification of customer’s requirements and other factors those can play its role effectively in the growth of organization. The researcher has also explained the main aims and objective of this research and has explained the relationship of sales with the loyalty and the satisfaction and the effective strategies designed by the customer relationship management and implementing these effective strategies for the positive output. Through the review of literature the researcher has discussed about the customer relationship management it is clear that there is direct relationship of sales with loyalty and satisfaction. The main research objectives and aims are given below in detail one by one

What is the relationship between the sales and the customer expectations?

What is the main relationship between the customer’s expectations and the customer relationship management department and its strategies?

How the customer relationship management can develop effective strategies for achieving organizational objectives and identify the customer’s expectations?

How the customer relationship management can reduce the gap between the customer’s expectations and the offered quality of services and products in well manners in hotel industry?

Which factors can create the main gap between the customer’s requirements and the customer relationship management?

How the CRM can reduce the gap between the different level of the gap and the factors that can minimize this gap?

What are the main benefits of customer relationship management strategies and its importance in the hotel management and the effectiveness of its policies in hotel industry?

Which factors can create more loyalty and satisfaction among the clients in the hotel industry for achieving the organizational objectives?

What are the changes and amendments are required by the selected hotel for improving the customer relationship management strategies and policies to achieve organizational objective in effective way in order to become market leader in the hotel industry in United Kingdom?

The researcher will describe the conclusion and make the positive suggestions for the selected hotel to improve the weak areas and will also describe about the opportunities and its proper way to achieve them for positive outcomes.

3.3    Research method

The researcher has completely described the research method that was selected and used by the research to conduct the research, before selection of research method the researcher has keep all the aims and objectives of the research and all available resources and the cost associated with the research and its own expertise in the mind and then the research has made the research method selection. In this research as the research is completely associated with the quality based analysis and methods and for this purpose the researcher has been selected the both qualitative and quantitative research method and for achieving organizational objectives the research has been described to select the Holidays Inn hotel situated in the London United Kingdom as a research tool and the researcher has followed the case study tool, according to the Soderlund, (2008) that the researcher can achieve the organizational aims and objectives in effective and in easy way. Same the Flyvbjerg, (2006) stated that the researcher must follow the research method for achieving organizational objectives. According to the Reinartz and Kumar, (2003) have been stated that the aims and the objectives of the research always provide a way to the researcher for selecting either qualitative or quantitative methods or both of them and the researcher can also select the other resources and way of resource as on the behalf of the aims and objectives of the research. Here in this research as the research aims and objectives have been described above and as per the aims and objectives of the research the researcher has selected the qualitative research method and designed the questionnaires and designed the questions as per the aims and objective of the research, the researcher has decided to conduct the interviews of the administration staff members. And the researcher has decided to gather the primary data by conducting the semi structured type of interviews to obtain the research aims and objectives in all ways and the research method always gave a path way to the research to conduct the research according to the aims and objectives of the research. In order to gather valid and reliable primary data the researcher must conduct the semi structured interviews and designed the questionnaires effectively (Reinartz and Kumar, 2003). The researcher will use the computerized tables and paper work to record the primary data and will use the different tools like charts and tables to analyse the data for making conclusions. In order to gather valid and reliable primary data the researcher must use the specific way to collect, gather, analyse the research method (Soderlund, 2008).

3.4    Case Study

According to the Feagin et al., (2001) that the researcher can achieve the organizational objects while selecting the case study as a tool to achieve the organizational objectives while selecting the organization as a case study tool when the researcher has no experience. According to the Stakes, (2005) that the case study is the best way to conduct the research when the researcher has no back ground of research conducting and the best method of conducting the primary research is the case study tool for positive (valid and reliable) outcomes, and in the case study selection the researcher can pay its full attention on the aims and objectives of the research because in the case study selection the researcher has a chance to consider its main focus on the specific people and on the specific methods. Here in this research the researcher has been selected the case study tool as a research method due to some reasons which involves the limitations of the research, that the researcher is a student and has no enough money to spend on large number of sample size and can select more than one hotels as case study tools secondly the main important aspect of this research and limitation of this research is that the researcher do not have unlimited time or sufficient time to conduct the research on large scale, so availability of time and finance are the main two important constraints of this research. Although the customer relationship management and its effective strategies are well implemented in the selected hotel and researcher want to fulfill the criteria for obtaining the academic master degree. According to the Flyvbjerg, (2006) that the researchers can select the case study as a research tool to obtain valid and reliable results from the research, and in this research the researcher has been selected the Holiday Inn hotel due to following reasons.

This hotel has many branches in all over the world and it has customer relationship management department in operation effectively and the management has been granted the permission to the administration to conduct the research and the administration has promised to allocate the necessary resources for the researcher to continue the research.

The Holiday Inn hotel has the latest technology and the human resource management and the HR department has designed the effective strategies for training and development the career development of its employees in all the branches and the Hotel branches have effectively implemented the HR system and CRM system effectively in the branches for booking and all the branches are connected with each others.

The CRM department is most active and effective strategies for achieving organizational objectives and effective strategies and policies for doing creating the loyalty and satisfaction among the customers and for capturing the most market share and new customers from the market.

The Holiday Inn hotel has the strong strategies and effective resources to provide the necessary services at high level of quality and products to the customers which includes like swimming pools, Television lounge, common room, dining hall, meeting room, decoration, taste, recipes, auto doors auto shower, furniture and all other system like music system, telephone system, whole night services availability, pick and drop facility and other facilities have been remained always in the considerations of management and management remained always up to date about the activities of staff members. The researcher has the following questions to conduct that research and the researcher was interested in finding the answers of these questions.

3.5    Population and Sample Size

The researcher has decided to conduct the interview from the key responsible in the Hotel management and they must be about 5 people and the researcher has been decided to distribute the questionnaires among the 80 respondents which includes the males and females and their age range is in between the 18 years to 55 years and the mix of genders will be selected by the researcher, one thing is more important that the researcher has selected all the respondents on random basis. According to the Powell and Single, (2006) that the researcher must first decided about the sample size and must include the both ganders while distributing the questionnaires among them and the best way to distribute the questionnaires is randomly method.

DescriptionMale RespondentsFemale RespondentsTotal
 404080
Percentage50%50%100
Age Range18 years to 55 Years18 years to 55 Years 

According to the Macintosh & Lockshin, (2007) that researcher must have the abilities to design the effective questions and to design and distribute the questionnaires among the respondents while maintaining the quality, validity and reliability of the questions. Whereas the Powell et al., (2006) have been stated that the researcher must keep the aims and objectives in the mind while designing the open and close ended questions to find out the main and actual problem of the customers and the researcher must find out the problem of the customers and must keep all the aims and importance of CRM department in researcher mind.

3.6    Source of Primary and Secondary data

The researcher will use the books, electronics books, journals and electronics journals, magazines, newspapers and websites and reports to gather the secondary data and the other issues which are related with the importance of the customer relationship management and its role in finding out the gap between the customer’s expectations and the offered quality of services and products for gathering secondary data whereas for gathering the primary data the researcher has distributed the questionnaires and the researcher has included the mix of open ended and close ended questions in the questionnaires and the semi structured interviews were conducted by the researcher to find out the primary research.

3.6.1  Questions

Following questions were designed to get response from the respondents to gather primary data and the researcher has selected the CRM employee (key staff members) for the response. The researcher has keep in mind the importance of CRM department and its role in reducing the gap and in creating loyalty and satisfaction among the customers.

What is the role of customer relationship management in the hotel industry?

How can you define the gap between the customer’s expectations and the offered quality of services?

How do you believe that Customer relationship management can reduce this gap and can create the loyalty and satisfaction among the clients?

How do you believe that customer relationship management can play its effective role in achieving organizational objectives?

3.6.2  Questionnaire

According to the Soderlund, (2008) that the researcher can obtain the real fact if the researcher can design the open and close ended questions in the questionnaires and can design the questions according to achieve the organizational objectives. The researcher has designed the following questions

Question:         Why did you come in this hotel?

Questions:       Did you ever been here (in this hotel) before and for how long you are coming and how many times you been here?

Question:         Are you satisfied by the quality of services offered by this hotel CRM department?

Question:         Do you believe in the gap between the customer expectations and the offered quality of services and products?

Question:         Do you believe that the customer relationship management department can play its effective role for enhancing sales and growth of an organization in the hotel industry and will reduce the gap between the customer’s expectations and the offered quality of services and products?

Question:         Did you ever find the CRM staff helpful for their problem handling and in identifying their expectations to reduce the gap?

Question:         Do you believe that is there a link between the customer’s expectations and their loyalty and satisfaction?

Question:         Do you believe that loyalty and satisfaction can lead towards the re sale and can create the happiness for customers?

Question:         Which factors can play their important role in identifying their expectations and in creating more quality and happiness as compared to the other hotels?

Question:         Which one or set of priorities would you like to prefer while booking a room in Holiday Inn and common factors those can helpful in identifying their expectations as well?

Question:         Did you ever register the complaints about the gap between offered quality of services and products and their expected quality of services and products?

Question:         Did you ever receive the response from CRM department against registered complaints and did they provide you the solutions at the spot or not?

Question:         Did you ever share your feelings, loyalty and your experience about the hotel quality of services with your friends, family friends and your colleagues?

Question:         Do you believe that the price and quality can play their role in creating loyalty and satisfaction among the customer in the hotel industry?

Chapter # 4:     Data presentation and Analysis

4.1    Introduction

Here in this section the researcher has been described that the researcher has used the pie and bar charts to show the results and association of different factors has been showed in the charts, the researcher has used the percentage and ratio calculations to show the interest and dependencies of different factors on each other in effective way and has been described the relationship of different factors on each other.

4.2    Interviews

In order to gather the primary data the one main tool was to conduct the interviews of the key responsible people at Holiday Inn hotel, so for conducting the interview the researcher first of all get the permission from the head office and the manager allowed the researcher to conduct the research and the appropriate resources were allocated to the researcher by the hotel manager and one meeting was called by the manager and all the key responsible were introduced to me for all kind of help related with research. During the interview and during the distribution of questionnaires the researcher feel that the staff member including administration and customer relationship management all were very cooperative and they allowed researcher to meet with customers and they allocate me the proper resources and facilities for conducting the research. During the research the researcher gather the necessary information and one by one all the data has been presented in bar and pie charts. The following questions were asked by the researcher during the research and the appropriate results are also given here and conclusion has been presented in the end of the interviews.

Question:        What is the role of customer relationship management in the hotel industry?

Answer:

This question was asked by the researcher to know about the main responsibilities of customer relationship management in the hotel industry and then the researcher can understand the role of this department and then the recommendations and suggestions can be designed and then the questions related with customers can be amended or changed as per according to the CRM department. The manager of the department responded that the customer relationship management is responsible for the following activities in the hotel industry

To understand the client’s expectations

Find out the necessary opportunities in the market

According to client’s expectations offering them the suitable services and products

Those services and products can be offered through highly skilled staff

CRM is responsible for skilled workers

CRM is mainly responsible to measure the staff skills and make necessary arrangement to improve the necessary skills and update the skills as per improvements and change in the technology

CRM is responsible for creating strong and long term relationship with the clients and profitable relationship with the clients

Developing most appropriate CRM strategies for increasing sales volume and retaining old clients and making new clients

Question:        How can you define the gap between the customer’s expectations and the offered quality of services?

Answer:

The researcher has asked the above question to the respondents to understand the main problem and main role of customer relationship management and to understand the knowledge of CRM staff and their possible efforts for solving the problem to create more satisfaction and loyalty among the clients for increasing sales volume and growth of organization. The respondents replied that customers come on visits and for official tours from all over the world especially from America, Middle East or from Pakistan, India and Canada or from the Europe and they all stayed here for about 2 weeks for their official visits and sometimes they stay for 1 week like Government delegations they stayed here with us for more than 2 days and all these people need luxury and privacy environment and sometimes when the visitors came and stay with us they have also their own priorities. I mean that different clients from different origins have their different cultures and they have different habits and food and tastes, so it is very hard for the CRM department to offer them the services and products as per their own desires and this is the main factor to understand their requirements. For identification of their requirements CRM department need highly skilled professional staff and for this purpose they have the highly qualified and skilled staff to understand their requirement and the Holiday Inn have very good and effective software that help the CRM department to recognize their expectations, and then after the identification of their requirement the information has been passed to the concerned department for manufacturing the services and products as per the client’s requirement for creating the happiness and satisfaction among them. So this is not possible but not impossible for CRM department to understand their expectations and their main requirement and then as per their requirements the quality of services and products can be offered to the clients. Quality means the speed, feedback response, taste, ingredients, style of services, quick response and neat and cleanliness environment, matching, painting and wall paints and decoration inside and outside, beautiful environment and peace and music selection these collectively called the quality of service and products quality. So when the skilled worker could not understand the proper requirement of the client due to communication problem or due to some other reasons then it happened and the customers could not sometimes deliver his or her requirements due to culture and communication barrier in this way the gap between customer expectations and offered quality of services and products increased and the customer relationship management could not create loyalty and satisfaction among the clients effectively.

Question:        How do you believe that Customer relationship management can reduce this gap and can create the loyalty and satisfaction among the clients?

Answer:

In order to understand the effectiveness of CRM department the researcher has described this question to know about the responsibilities of this department effectively and the researcher came to know that the respondents responded that as this is the main duty of CRM department to understand the main requirements of the CRM staff members to understand the customer’s requirements and then as per their requirements the quality of services and products must be offered and in this way the CRM department can reduce this gap and ultimately the happiness and level of satisfaction will be created among the customers and the organization will achieve its financial objectives in better way. The CRM is responsible for equipping its staff as per new technology and necessary trainings and courses and new methods and procedures have been introduced to the staff members and the trainings sessions have been arranged for the staff members to achieve organizational objectives in well manners and positively the staff members can identify their requirements and for this purpose the old data of the client must be saved in the computer that will be more helpful for the CRM department to understand the main requirements of the specific client. The CRM department can consider the following factors into its consideration to reduce the gap which are given below

Fulfilling the commitments

By providing the high quality of both products and services

Fast and quick feedback

Through creating better image of brand

Offers at highly quality but low price

Taking into consideration the Luxury and privacy of clients and offered them the suitable and necessary requirements

Question:        How do you believe that customer relationship management can play its effective role in achieving organizational objectives?

Answer:

The respondents responded that yes the customer relationship management can play its role in achieving organizational objectives in efficient way and in achieving financial and growth related objectives as well. The steps are given below

Research the opportunity available in the target market

Staff skills

Identification of problems

Passing information to the concerned department

Manufacturing the services and products

Offering to the customers

Review the whole process

Take the feedback from the consumer

Make amendments

Handling their complaints

Review the process again

Measure the staff abilities and skills and arrangements for trainings as per requirements

Gathering customers requirements and taking their opinion

Review the whole process and making amendments and changes as per requirement

4.3    Conclusion

As this has been described by the researcher that the CRM department in the hotel is mainly responsible for the strategies development and then implementing those strategies and policies for achieving organizational objectives by enhancement in the sales and increasing the volume of sales high by retaining the old client and capturing new clients from the market by offering suitable products and services at high quality to the customers and by creating strong and long term relationships for earning more profit from them. The gap always exist due to communication barriers and cultural barrier, and the target market based on mostly on the foreign tours and foreign delegations and they have different cultures and their habits and food taste and their priorities also differ from each other so the gap between their expectations and offered quality of services increases and the CRM department is trying its best level to minimize this gap. It is also recommended by the management that the CRM has the resources and financial budget to equip its staff to face any kind of challenge in the future and on current situation so it depends on them and they must equip their staff to remained them update and software can also be helpful in reducing the gap between the CRM department and the customers satisfaction. The customer relationship management can also play its role in creating loyalty and happiness among the customers and in this way the organizational objectives can be achieved.

4.4    Questionnaires

The following questions their answers and the analysis have been presented by the researcher in detail and each separately have been described by the researcher the researcher has use graphical representation of each response in detail and have been made the recommendations and conclusion in detail in the next chapter.

Question:        Why did you come in this hotel?

Answer:

Respondents ReasonsMaleFemaleTotal
To meet someone112
To attend a seminar213
Visit the country221840
For official visit141933
To attend marriage ceremony112
Total404080

The researcher has designed this question to understand the purpose of the customers inside the hotel because if they are just visitors then the response can affect the research and the target market of the hotel is the foreigner visitors and official visitors, anyway majority of the people responded that they are in the hotel for the official and as a tourists in the United Kingdom.

In the given both charts the researcher came to know that the majority of the respondents belongs to the tourists and the second big number is belongs to the official tourists that belongs to the business meetings and for the government delegations where as the other purposes can be neglected and the main focus of the Holiday Inn must be on the foreigner tourists and on the official visitors because their proportion showed that these two kind of group mainly stayed in the hotels. The majority of the people is 49% those belongs to the foreign tourists and they stayed at the hotel and the second major proportion is the foreigner official delegation those stayed at the hotel.

Questions:      Did you ever been here (in this hotel) before and for how long you are coming and how many times you been here?

Answer:

Respondent’s Frequency per YearMaleFemaleTotal
Never Before325
1 to 5 times a year151732
5 to 10 times111021
15 to 20 times6713
More than 20 times549
Total404080

In this question the researcher has asked the respondents about their frequency of visits in London because there are some reasons behind the visitors’ tours in London, some of the people came here for the business purpose because the main services offering sector of the world belongs to London city and from the middle east and from the all over the world (European Union Countries) official visitors came for dealing and negotiation with the official people in London and whole year the tourists from all over the world they came in London for visiting historical places and they prefer to stay in hotels and they prefer to stay in the hotel as per their requirements. So from the responses the researcher came to know that majority composed of 41% of the tourists came in London and they belongs to minimum 1 and maximum 5 times in a year, whereas the next major proportion is the 26% that people visit the London minimum 5 times and maximum for 10 times in a year, and then 16% of the tourists belong to the group those came in London for minimum 15 and maximum 20 times in a year and 11% of the people visits the London more than 20 times in a year and 6% came in London for the first time, so from the responses the researcher came to know that the opportunity is available in the market to capture more new clients from the target market and in this way the CRM department can make more benefits for the organizations.

Question:        Are you satisfied by the quality of services offered by this hotel CRM department?

Answer:

Serial #RespondentsMaleFemaleTotal
1Yes343064
2No8816
Total 404080

The researcher has asked this question to understand the level of satisfaction among the customers so that the CRM strategies and the identification of the expectations of the customers can be identified and this process can be reviewed for the effective and positive outcomes of the CRM policies. So from the respondents it is very clear that the 80% of the respondents are satisfied with the quality of services and products offered by the Holidays Inn customer relationship management. And this ratio showed that the customer relationship management is offering the high quality of services and the products to the customers and it means that the CRM department has been implemented the system to recognize their expectations and the staff members have been the necessary skills to understand their expectations in the hotel.  

Question:        Do you believe in the gap between the customer expectations and the offered quality of services and products?

Answer:

Serial #RespondentsYesNoTotal
1Male38240
2Female38240
Total 76480

From this question the respondent came to know that 95% of the respondents have believe in the gap between their expectations and the only 5% of the respondents do not have an idea about the gap existence. A significant majority have the awareness about the gap between the customer’s expectations and the offered quality of services and products to the customers.

Question:        Do you believe that the customer relationship management department can play its effective role for enhancing sales and growth of an organization in the hotel industry and will reduce the gap between the customer’s expectations and the offered quality of services and products?

Answer:

Serial #RespondentsYesNoTotal
1Male32840
2Female301040
Total 621880

The researcher wants to know about the importance of the customer relationship management and its importance towards their problem solution and the researcher wants to know about the awareness of clients regarding the CRM effectiveness in the hotel industry, the respondents showed that 77% of the respondents responded that they believe in the effectiveness of customer problem solutions and they believe that the CRM department can solve their all problems and there are only 23% of the respondents responded that they do not have knowledge about the effectiveness of CRM department.

Question:        Did you ever find the CRM staff helpful for their problem handling and in identifying their expectations to reduce the gap?

Answer:

Serial #RespondentsYesNoTotal
1Male32840
2Female301040
Total 681880

About 85% of the respondents replied that they believe in the importance of the customer relationship management and its practices towards problem solving and helpful for themselves and they have also believe in that the CRM can also reduce this gap between their expectations and perceived quality of services and products, whereas only the rest 15% did not believe in the CRM strategies or their effectiveness. There are some reasons behind this answer first of all the clients 15% which is not negligible amount may do not have some idea or they do not have the knowledge about the effectiveness about the CRM departmental activities and its advantages for them or they did not have such experience, they did not benefited by the staff members in both ways they have responded that CRM staff is no useful or helpful for them. In this situation the CRM department can pay its attention on both sides first of all the skills and the information and training of the staff members and secondly it must pay its attention towards the customers as well to gather their opinion and satisfaction level must be measured.

Question:        Do you believe that is there a link between the customer’s expectations and their loyalty and satisfaction?

Answer:

Serial #RespondentsYesNoTotal
1Male38240
2Female38240
Total 76480

As the 95% of the respondents have been responded that the customer’s expectations and their loyalty and satisfaction have a link, the 95% said that yes the link exist between their expectations and the loyalty, the main reason is that when the hotel administration will identify their expectations and their desires about the quality of the services and products then they will try their best to deliver the same quality of services and products and in this case the CRM department will automatically created the happiness and loyalty among the clients and satisfaction will be there that when the client will receive as per their own expectations and wishes then they will happy and will pay the bill by smiling and they will pay thanks as well otherwise they will become angry and they will never come again.

Question:        Do you believe that loyalty and satisfaction can lead towards the re sale and can create the happiness for customers?

Answer:

Serial #RespondentsYesNoTotal
1Male40040
2Female40040
Total 80080

100% of the respondents replied that there is no doubt and they all have believe in that loyalty and satisfaction are the factors those will lead them for re sale and become the reason of happiness among the customers and they all have believe in the satisfaction and the loyalty creating by identifying their expectations and by reducing the gap between the customer’s expectations and the offered or delivered quality of services and the products.

Question:        Which factors can play their important role in identifying their expectations and in creating more quality and happiness as compared to the other hotels?

Answer:

Serial #Important FactorsResponseTotal
1Quick response2626
2Employee attitude2248
3Commitments1260
4Offerings1878
5Brand Image280
Total 8080

The above question was designed to know about the factors those can play their important role in creating quality and creating loyalty and happiness to reduce the gap between the customer’s expectations and the offered quality of services and products so the customers have the priorities like 32% of the people believe that fast and quick response can create the quality of services and products whereas 27% of the respondents have responded that staff behaviour that includes the style, way of talking, communication and dealing is the major factors that can create quality and satisfaction among the customers, then 23% of the respondents have responded that offers which includes the low price at high level or pay for 2 nights and get i night free or book for 7 days and dinner and breakfast free same like the hotel must offer to create the quality and happiness among the customers and 15% of the respondents have replied that promises also play their important role in creating quality of services and products and happiness among the customers and there is no doubt that the keeping words and honour the promises always bring happiness and loyalty among the customers, only 3 % respondents have responded that brand image can create happiness and loyalty among the customers. As the customers have been stated that the gap can be reduced if the above mentioned factors can be involved in the process of expectations identification process by CRM department then it is possible for them.

Question:        Which one or set of priorities would you like to prefer while booking a room in Holiday Inn and common factors those can helpful in identifying their expectations as well?

Answer:

Promises, Quality of services and products, Quick response of your call, Behaviour

Respondent’s Priorities listYesNoTotal Respondents
Quick response of call701080
Promises75580
Quality of services and Products76480
Staff behaviour78280

From the above question and answer the researcher came to know about the customer’s priorities and their main factors and their expectations priorities while and before booking the room at Holiday Inn hotel in London, majority of the respondents have been responded that about first of all the customers gave the priority to the staff behaviour and after the behaviour the quality of the services and products is the priority of the customers while before booking the room at Holiday Inn and then their priority is always promises made by the hotel while marketing campaign and in the last the priority is quick response always while the customers make a booking with Holiday Inn, and the CRM department must take care of these priorities for their expectations as well.

Question:        Did you ever register the complaints about the gap between offered quality of services and products and their expected quality of services and products?

Answer:

Serial #RespondentsYesNoTotal
1Male32840
2Female281240
Total 602080

Most of the respondents have been responded in yes that they have registered their complaints against the gap and this ratio is 75% the higher ratio and only the 25% of the respondents have been responded that they never registered their any complaints against the gap regarding the quality of services and products.

Question:        Did you ever receive the response from CRM department against registered complaints and did they provide you the solutions at the spot or not?

Answer:

Serial #RespondentsYesNoTotal
1Male38240
2Female38240
Total 765480

Majority like 95% of the respondents have been responded that the CRM department has responded them and the CRM department has responded them and provide them the best option and solution of their problems, only 5% people responded that they did not received the solution of their problems and they remained angry and waited for the solution. SO THE CRM department must take care of the customer complaints handling for creating loyalty and satisfaction among the clients.

Question:        Did you ever share your feelings, loyalty and your experience about the hotel quality of services with your friends, family friends and your colleagues?

Answer:

Serial #RespondentsYesNoTotal
1Male36440
2Female38240
Total 74680

Majority of the people like 92% of the respondents have been responded that they share their experience of the travel and about their satisfaction and loyalty, quality of services and products with their colleagues and with their family members and with their family friends. Only 8% of the respondents did not share their experience with their family, friends and colleagues. It might be possible that those people do not have their social network or it might be possible that these people do not like to share their personals with the other people.

Question:        Do you believe that the price and quality can play their role in creating loyalty and satisfaction among the customer in the hotel industry?

Answer:

Serial #RespondentsYesNoTotal
1Male40040
2Female40040
Total 80080

There are two types of customer quality conscious and quality conscious, and always customers gave priority to the high quality of products at low price items and that’s why 100% of the respondents have been responded that the price and quality always play its role in creating loyalty and happiness among the customers. And all the customers have been responded in yes that it is the main desire of every customer in the world that the price of services and products must be low but the quality must be high.

4.5    Discussion/Conclusion

In the last after gathering primary data and making analysis on the data the researcher came to know that the CRM department is working at its best in the Hotel and the staff is also working and majority of the customers are happy with the staff and the policies of the Holiday Inn hotel. The researcher has designed all the above mentioned questions by keeping all the aims and objectives of the research and conducted the research and main conclusion and recommendations have been made in the next chapter. Here after conducting and making analysis on the data the researcher came to know that the gap exist between the customer’s expectations and the offered quality of services and products and the customer have the knowledge about the factors those can play their role in identifying their expectations and the customer relationship management has skilled employees and the customers are happy with the policies and strategies of the CRM department at Holiday Inn, some of the amendments are required by the CRM department in order to understand the customer’s requirements and to identify their needs and demands for achieving organizational objectives and goals. 

Chapter # 5:     Conclusions and suggestions

5.1    Limitations and Conclusion

The researcher has some limitation associated with this research and the major limitations were also discussed by the researcher in the first chapter by the researcher and the researcher has explained about the overcome way, first of all the time schedule problem that the researcher has very short time to cover the research for the academic purpose and second thing is that the researcher has no such an experience to conduct the research in a professional way to overcome these problems the researcher has decided to select the case study and the hotel management has allocated the resources to the researcher and for the experience problem the researcher has selected the qualitative and quantitative research methods to conduct the research and for the valid and more reliable result the researcher has been selected about 80 respondents and for their response the researcher make it sure that the visitors are as according to the target market, while conducting the whole research the researcher has keep all the aims and objectives in the mind and then go through for the research. The management of the hotel has arranged for the tea and sitting arrangements for the researcher and the respondents. From the interview of customer relationship management department management the researcher has concluded that the customer relationship management is responsible for the customer care and for the identification of customer expectations and for the improvements of the system in order to gather customer’s data. The researcher has been concluded that according to the management the customer relationship management can also find out the actual expectations of the customers and can play its role in delivering the quality of services and products as per the client’s needs and expectations and in this way CRM departmental role can be proved that there is a deep link between the CRM activities and sales and growth of the Holiday Inn hotel in London and this is the main purpose of the research to find out the factors and CRM activities to increase the sales volume and its role in growth of hotel industry in United Kingdom while its role in reducing the gap between the customer’s expectations and the delivered quality of services and products. The researcher has found out that there is a link between the CRM department strategies and the customer’s satisfaction and the loyalty and the loyalty and satisfaction have the direct relationship with the sales and growth of the organization.

Majority of the clients have believe in that their expectations and their loyalty are attached and have a deep link with each other and if the CRM department successfully understand their expectations about the quality of services and products then they will be able to deliver the same quality of services and products and in this case the clients will become happy and the organization will successful in creating satisfaction and loyalty among the clients and the client will come again to buy the products and will hire the services from them again and in this case sales and the growth will increase.

The researcher has found out the factors those can play its role positively in the increasing the sales of the hotel while successfully creating the satisfaction and the happiness among the customers through effective CRM departmental policies and business strategies and overall its activities towards the betterment of hotel industry, the researcher came to know that there are some problems with the skilled staff workers while communicating with the clients to understand their actual problem and while dealing with them to understand their complaints and they do not have the proper authority to offer them the best alternative on the spot and this is the main problem with the CRM department that the quick response is always leads towards happiness. One thing is clear that most of the respondents have the knowledge about their expectations and they can easily understand their expectations and they can demand only for their expected quality of services and that’s why they have registered their complaint and the rest of the respondents have been responded that they never registered complaints about the quality of services and products this showed that they may do not have any complaints  and it  might be possible that CRM department have identified completely their expectations. This is very clear to all of the respondents about the gap existence between their expectations regarding the quality of the services and products and this gap is the main hindrance in achieving organizational objectives.

The researcher came to know that the CRM department and its activities at Holiday Inn need more concentrations and some factors as discussed above that need to be included in the process of identification of customer’s expectations. There are too opportunities available in the target market to capture more clients from the market and the Holidays Inn can become the market leader because most of the people have visited the London for different purposes and majority of the people came here for their different purposes minimum 5 times in a year. And this is the big target market for the hotel industry and the potential customer’s can be targeted by the CRM department for the organizational objectives and its achievements. In this way for achieving the market ratio and growth of organization the customer relationship management must design and implement the marketing strategies effectively and those strategies must be designed with the coordination with the research and development department and marketing department. The 20% is not the negligible amount and the CRM department must review the whole procedure as the researcher has described that the CRM department must consider those factors those can play role in identification the customer’s expectations which includes priority, privacy, luxury, food, taste, pick and drop facility, neat and cleanliness and decoration, fast response and decoration and more important factors like low cost but high quality of services and products must be undertaken these factors and the staff skills and especially their communication skills must be reviewed and necessary actions must be taken by the department to improve their skills and communication process between CRM department and manufacturing department for manufacturing the services and products as per client’s expectations and the performance measurement must be evaluate so that the customer’s complaints must be handle in efficient way to create happiness and satisfaction among the customers for earning more money and become the market leader.

The researcher came to know during the interview with the manager and the staff of CRM department and came to know that there are some challenges and problems faced by the department in Holiday Inn hotel and they have planned to face them successfully and they have been improved their system to minimize those threats by enhancing its threats.

All the customers have believe in the loyalty and satisfaction and they responded that trough their expectation identification the CRM department can create satisfaction and loyalty among them if they provide them the quality of services and products as per their expectations then there will be significant increase in the sales and organization will make growth and the organization will capture new more clients and old will be retained y the CRM department in this way.

Here the researcher concluded that the 77% of the customers are linked with the new technology and they have the how and know about the CRM and its effectiveness where as the remaining 23% of the customers do not have interest in the new technology either the message of the awareness about the CRM effectiveness could not reach to them. The 15% is not negligible amount of the respondents and the 85% of the respondents have believe in the advantages and helping behaviour of the CRM staff and this is the loyalty and the happiness for the customers but the remaining 15% must be taken into consideration by the CRM department and pay its full attention towards achieving the effectiveness of CRM department for these 15% by actions and making policies that why these customers have been ignored. It is clear from the respondents that promises, quick response, staff behaviour and offers and brand image can create the quality of services improve and better for creating more loyalty and satisfaction among the customers.

Majority of the respondents 92% people share their feelings, experience and quality of services and products with their family friends, friends and colleagues and probably they may recommend them the products and services as per their experience and in this way loyalty can play its role for free marketing and this reference group will make string and permanent new clients and will help in achieving satisfaction and loyalty among them.

5.2    Recommendations

The researcher came to know about the main responsibilities of the customer relationship management department in achieving organizational objectives and its main features and its role in creating happiness and satisfaction among the clients. The researcher has made some recommendations for the Holiday Inn hotel situated in the London 103-109 Southwark street London, England to get more positive results from the customer relationship management department. As according to the aims and objectives of the researcher the researcher has concluded the results after making analysis explained above and now made the suggestions for the Holiday Inn hotel to achieve its objectives while contributing the CRM departmental efforts positively, all the recommendations have been listed below

The hotel management must keep its full concentration on two types of target market number one is the foreigner tourists and second one is the official visitors those come and stayed in the United Kingdom and they pay high amount for short stay and those people expect high quality of services and products in the return of their amount, so the customer relationship management department must design the marketing plan for these two above stated targeted market to capture new clients and to hold and retain the old clients with the hotel for increasing the sales volume.

The customer relationship management must designed the marketing strategies with the coordination of other departments marketing and research and development department and after considering all those factors those can capture new and can retain old customers from the targeted market for achievement of organizational objectives.

The CRM department must review the specific skills and the software review according to the advance technology that has a great impact on the demand and expectations of the customers and the CRM department can also identified the expectations of the remaining 20% of the customers which is a major portion and the CRM department must check its communication process from top to bottom in the process of expectation identification in order to minimize the gap between the customer’s expectations and the quality of services offered to the customers in order achieve the main objectives to become market leader in hotel industry.

The researcher has suggested that the CRM must take it into consideration seriously and must design the promotional campaign and message convey policies must be affective and all other media channels used by the tourists for creating awareness among the tourists and making it sure that strategic alliance with the other business organizations is effectively conveying its message to the target people for awareness about CRM department.

CRM department must make it sure to get the feedback from them and in this way the customers will also feel that the CRM departmental staff is doing work for them and they can be benefited from them and in this way the more satisfaction and loyalty can be generated.

The CRM department must consider strictly the staff behaviour, brand image, always honour the promises made during the marketing campaign with the customers and always offer some kind of offers for the customers to attract them, to improve and increase the level of quality better and to make the customers happy and loyal with the Holiday Inn hotel.

To achieve organizational objectives the CRM department needs to pay its focus on the priorities of customers to create loyalty and satisfaction among the customers and for reducing the gap between the customer’s expectations and offered quality of services to capture more market share from the market and to earn more money from the customers.

Customer complaints handling process must be checked by the CRM department and the employee’s skills must be reviewed and they must be well equipped by all means in order to create happiness and loyalty among the clients so that they will come again to buy the products and services and sales volume will become high and organizational objectives will be achieved.

CRM department can reduce the gap between the customer expectations and offered quality of services and products to the customers by keeping in mind all those above discussed factors for identifying their expectations and for this purpose the CRM department must improve the staff skills and must keep in considerations the factors affecting priorities and expectations and increasing the quality of services and products and through the customer the free marketing opportunity can be availed.

All the customers want to buy the products at cheap price but with high quality of the products and in this way the CRM department in the Holiday Inn must design the offers to the customers and loyal customers in the seasons and loyalty card or the valued customers card guest card can be designed and a proper strategy must be designed by this department for special offers (low cost but high quality) in order to again attract these clients and in this way the old clients will also remain in contact and the new customers will also be captured by the CRM department from the market share easily and the organizational objectives can be achieved.

The hotel customer relationship management must find out the customer’s expectations and for this purpose the CRM department must update the software and must review the whole process because some important factors are missed from the software and those factors can play their important role in identification of customer’s expectations.

5.3    Further Research

There are some other factors and areas which must be taken into considerations by the CRM department in the Holiday Inn hotel for further progress and those factors can play their positive role in creating loyalty and satisfaction among the customers and in achieving organizational objectives. Which includes marketing strategies, mass marketing, hotel location and decoration of the rooms and furniture can also play their role in the achievement of organizational objectives positively.

Chapter # 6:     References and Bibliography

a.   Books and Journals

Anderson, E.W. (2005) Cross Strategy variation in customer satisfaction and retention, Marketing Letters, 24(13), pp: 412-546

Anderson, W. & Mittal, V. (2006) Strengthening the satisfaction-profit chain, Journal of Service Research, 13(9), pp: 97-234

Bennett, R. (2006) ‘Relationship formation and governance in consumer markets: transactional analysis versus the behaviourist approach’ Journal of Marketing Management, 43(9), pp: 117-256.

Bhote, K.R. (2006) Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability. 1st ed. New York: AMA Management Briefing

Bowen, J. & Shoemaker, S. (2008) ‘Loyalty: a strategic commitment’ Cornell H.R.A. Quarterly, 23(13), pp: 123-145

Buttle, F. (2004) Customer Relationship Management: concepts and tools 2nd ed. Oxford:

Elsevier Butterworth-Heinemann

Caruana, A., Money, A.H. and Berthon, P.R. (2000) ‘Service quality and satisfaction-the moderation role of value’ European Journal of Marketing, 33 (9), pp: 1335-13360

Chen, I.J. & Popovich, K. (2003) ‘Understanding customer relationship management (CRM):

People, process and technology’ Business Process Management Journal, 11(12), pp. 222-777

Chi, Q. & Qu, H. (2008) ‘Examining the structural relationship of destination image, tourist satisfaction and destination loyalty: An integrated approach’ Tourism Management, 33(17), pp: 786-890

Feagin, J., Orum, A., & Sjoberg, G. (2001) A case for case study Chapel Hill, NC: University of North Carolina Press

Flyvbjerg, B. (2006) ‘Five Misunderstandings about Case Study Research’ Qualitative Inquiry, 17(7), pp: 313-562

Gefen, D. (2002) Customer loyalty in e-commerce, Journal of the Association for Information Systems, 12(9), pp: 123-167

Getty, J.M. and Thompson, K.N. (2007) ‘The relationship between quality, satisfaction, and recommending behaviour in lodging decision’ Journal of Hospitality & Leisure Marketing, 11(14), pp: 113-227

Gronroos, C. (2001) Service Management and Marketing, 3rd ed. Manchester: John Wiley &

Sons Ltd.

Gundersen, M.G., Heide, M. & Olsson, U. (2006) ‘Hotel Guest satisfaction among Business Travellers: What are the Important Factors?’ The Cornell Hotel and Restaurant Administration Quarterly, 37(12), pp: 145-457

Helgesen, O. (2006) ‘Are Loyal Customers profitable? Customer satisfaction customer action loyalty and customer profitability at the individual level’ Journal of Marketing Management, 34(17), pp: 123-323

Jones, T.O. and Sasser, E. (2005) ‘Why satisfied customer’s defects’ Harvard Business Review, 14(9), pp: 134-675

Kandampully, J. and Suhartanto, D. (2000) ‘Customer loyalty in the hotel industry: the role of customer satisfaction and image’ International Journal of Contemporary Hospitality Management, 10(9), pp: 364-252

Kim, H. (2005) ‘Developing an index of online customer satisfaction’ Journal of Financial Services Marketing, 23 (9), pp: 145-178

Looy, V., Gemmel, P. & Dierdonck, V. (2003) Services Management: An Integrated

approach, 2nd ed. London: Pearson Education Publishers

Macintosh, G. & Lockshin, L. (2007) ‘Retail relationships and loyalty: A multi-level perspective’ International Journal of Research in Marketing, 24(13), pp: 112-213

Oliver, R.L. (2001) Satisfaction: A Behavioral Perspective On The Consumer. 1st ed. Singapore: McGraw Hill

Oliver, R.L. (2002) ‘A Cognitive Model of the Antecedents and Consequences of satisfaction Decisions’ Journal of marketing Research, 22(13), pp: 324-478

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985) ‘A conceptual model of service quality and its implications for future research’, Journal of Marketing, 43(11), pp: 234-453

Powell R.A. & Single H.M. (2006) ‘Focus groups’ International Journal of Quality in Health Care, 27(12), pp: 113-254

Reicheld, F.F. & Sasser, W. (2003) ‘Zero defections comes to services’ Harvard Business Review, 18(12), pp: 105-111

Reinartz, W. J. & Kumar, V. (2003) ‘The impact of customer relationship characteristics on profitable lifetime duration’ Journal of Marketing, 23(7), pp: 123-453

Schneider, B. and Bowen, D.E. (2007) Understanding customer delight and outrage, Sloan Management Review, 17(11), pp: 156-289

Schlesinger, L. and Heskett, J. (2002) ‘The Service-Driven Service Company’ Harvard Business Review, 69 (15), pp: 111-240

Soderlund, M. (2008) ‘Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty’ International Journal of Service Industry Management, 15(11), pp: 113-512

Sugandhi, R.K. (2002) Customer Relationship Management. 3rd ed. New Delhi: New age

International Publishers

Zeithaml, V.A., Pasuraman, A. & Berry, L.L. (2006) Delivering Quality Service: Balancing Customer Perceptions and Expectations. 1st ed. New York: The Free Press

b.   Websites

http://www.ihg.com/holidayinn/hotels/us/en/reservation [Accessed on 13th March 2013]

http://www.ihg.com/holidayinn/hotels/us/en/reservation/rewardnights?scmisc=nav_rewardnights_hi [Accessed on 16th March 2013]

http://www.ihg.com/holidayinn/hotels/us/en/global/deals/DiscountPrograms?scmisc=nav_DiscountPrograms_hi [Accessed on 11th February 2013]

http://generallythinking.com/answers/research-methods/what-are-the-advantages-of-qualitative-research/ [Accessed 24th February 2013]

c.   Bibliography

Chi, C. and Qu, H. (2008) ‘Examining the structural relationship of destination image, tourist satisfaction and destination loyalty: An integrated approach’ Tourism Management, 29(12), pp: 624-636

Choi, T. and Chu, R. (2001) ‘Determinants of hotel guest’s satisfaction and repeat patronage in the Hong Kong hotel industry’ International Journal of Hospitality Management, 20(12), pp: 277-297

Faullent, R., Matzler, K. and Fuller, J. (2008) ‘The impact of satisfaction and image on loyalty: the case of Alpine ski resorts’ Managing Service Quality, 28(22), pp: 163-178

Gilbert, D. and Horsnell, S. (1998) ‘Customer satisfaction measurement practice in United Kingdom hotels’ Journal of Hospitality & Tourism Research, 22(14), pp: 450-464

Su, A.Y.L. (2004) ‘Customer satisfaction measurement practice in Taiwan hotels’ International Journal of Hospitality Management, 22(9), pp: 397-408

Appendices

Questionnaires

The following questionnaires were involved in the questionnaire

Question:         Why did you come in this hotel?

Questions:       Did you ever been here (in this hotel) before and for how long you are coming and how many times you been here?

Question:         Are you satisfied by the quality of services offered by this hotel CRM department?

Question:         Do you believe in the gap between the customer expectations and the offered quality of services and products?

Question:         Do you believe that the customer relationship management department can play its effective role for enhancing sales and growth of an organization in the hotel industry and will reduce the gap between the customer’s expectations and the offered quality of services and products?

Question:         Did you ever find the CRM staff helpful for their problem handling and in identifying their expectations to reduce the gap?

Question:         Do you believe that is there a link between the customer’s expectations and their loyalty and satisfaction?

Question:         Do you believe that loyalty and satisfaction can lead towards the re sale and can create the happiness for customers?

Question:         Which factors can play their important role in identifying their expectations and in creating more quality and happiness as compared to the other hotels?

Question:         Which one or set of priorities would you like to prefer while booking a room in Holiday Inn and common factors those can helpful in identifying their expectations as well?

Question:         Did you ever register the complaints about the gap between offered quality of services and products and their expected quality of services and products?

Question:         Did you ever receive the response from CRM department against registered complaints and did they provide you the solutions at the spot or not?

Question:         Did you ever share your feelings, loyalty and your experience about the hotel quality of services with your friends, family friends and your colleagues?

Question:         Do you believe that the price and quality can play their role in creating loyalty and satisfaction among the customer in the hotel industry?

Published by MALI

Writer is post-graduated in Computer science, Business Administration, Marketing and Innovation. He has 10 years of business academic research writing experience.

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