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International Journal of Civil Engineering and Technology (IJCIET) Volume 9, Issue 1, January 2018, pp. 784–796, Article ID: IJCIET_09_01_076
Available online at http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=9&IType=1
ISSN Print: 0976-6308 and ISSN Online: 0976-6316
© IAEME Publication Scopus Indexed
CUSTOMER RELATIONSHIP MANAGEMENT
(CRM) ON CUSTOMER LOYALTY AND
RETENTION IN HOTEL INDUSTRY OF
JHARKHAND
Sanjiv Kumar Srivastava
Assistant Professor, Dept. of Hotel Management, BIT Mesra, Ranchi, India
Bibhas Chandra
Asst. Professor, Dept. of Management Studies, IIT (ISM) Dhanbad, India
Gautam Shandilya
Assistant Professor, Dept. of Hotel Management, BIT Mesra, Ranchi, India
ABSTRACT
In the current business environment in which firms are operating, there has been a
rise in the level of competitor among the key players. As a result, there is the need for
the firms to ensure that they devise strategies in order to be more competitive than
their counterparts. The use of highly effective customer relationship management
systems have been found to be highly effective in ensuring that firms gain a
competitive edge over the rivals. This paper was mainly aimed at exploring customer
relationship management (CRM) on customer loyalty and retention in Hotel Industry
of Jharkhand. The key hypothesis include: Customer relationship management systems
enhances customer satisfaction within the hotel industry in Jharkhand and Customer
relationship management systems enhances the loyalty of the customers.
The population which is targeted by this research are hotel administrators. This
covers all the hotels in the state of Jharkhand. Convenience sampling was used by the
researcher in order to get the sample population. A sample size of 50 hotel
administrators was chosen for the purpose of the study. The hotels in the sample were
drawn from 10 major cities including: Jamshedpur, Dhanbad, Ranchi, Bokaro Steel
City, Deoghar, Phusro, Hazaribagh, Giridih, Ramgarh as well as Medininagar. In
each city, hotel administrators from the top five hotels were selected as the sample for
the study. For the collection of data, the researcher adopted questionnaires. The
questionnaires were administered through the use of email. An email was sent to each
of the respondents. After the collection of data from the respondents through the use
of the questionnaires, analysis was done by use of SPSS software. SPSS was used by
the researcher due to the fact that a number of advantages are associated to it. Key
among the reasons for the selection of SPSS include the ease with which the software
Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya
http://www.iaeme.com/IJCIET/index.asp 785 [email protected]
can be used during the process of analysis. The findings of the research pointed out
those customer relationship management systems enhance customer satisfaction
within the hotel industry in Jharkhand. It also established that customer relationship
management systems enhance the loyalty of the customers.
Key word: Customer; Business; Management; Jharkhand; Industry.
Cite this Article: Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya,
Customer Relationship Management (CRM) On Customer Loyalty and Retention In
Hotel Industry of Jharkhand, International Journal of Civil Engineering and
Technology, 9(1), 2018, pp. 784–796.
http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=9&IType=1
1. INTRODUCTION
The current business climate is characterized with stiff competition, something that calls for
firms to embrace strategies to enhance their competitive position in the business environments
in which they operate [1]. Enhancement of the level of customer service is a key strategy that
can be adopted by the firms in order to ensure that they gain a competitive edge over their
competitors [2]. The present business environment has generally made it very hard to retain
the current customers and at the same time, it is very costly for the firms to gain new
customers. Additionally, there is a rapid change in the expectations of the customers and this
generally makes it very hard for the firms to meet the ever changing needs and expectations
[3].
As such, Customer Relationship management (CRM) has been a highly effective tool
which can be adopted by the firms in order to deal with the numerous challenges which have
been listed above. Through effective customer relationship management systems, the firms
are in a good position to attract, manage and also to retain their customers, more so for the
firms within the hotel industry [4]. The customers are becoming highly sensitive to the prices
being charged by the firms, less brand loyal and at the same time, the customers are becoming
highly sophisticated through their ever increasing expectations. This hence calls for the hotels
to not only attract but also to improve guest patronage for a very long time period [5].
CRM refers to the acronym of Customer Relationship Management [6]. It refers to a term
in the industry which has a number of tools as well as methodologies which can help firms to
effectively manage customer relationship in a manner that is effectively organized. CRM
entails effective management of customer knowledge and every kind of information which
pertains to them. This is highly beneficial as it helps in providing a better understanding of the
customers in such a way that they are served satisfactorily. It refers to an umbrella concept
which ensures that the customers are placed at the center of the firms. Customer service is a
highly significant element of CRM that entails the integration of technology, as well as
business process for the satisfaction of the different needs and expectations of the customers.
It also ensures that the most profitable customers are kept through increasing the value of
interaction [7].
Previous research have offered the benefits which are associated with adoption of CRM
technologies for the improvement of the acquisition of customers, retention of the customers,
enhancement of the level of loyalty of the customers besides enhancing the levels of
profitability [7], [8]. A highly successful CRM strategy cannot just be implemented through
the installation and integration of software packages, however, it generally require effective
coordination along with the operations of the business, business strategy and user and
customer acceptance. There have been different contributions by different scholars regarding
the feasibility, as well as the implementation strategy of CRM within the Hotel industry.
Customer Relationship Management (CRM) On Customer Loyalty and Retention In Hotel Industry of
Jharkhand
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However, there has been very few attempt to assess the efficacy of CRM within the Hotel
industry. Analysis of the causal attributions resulting into highly effective CRM practices is
highly significant because it will offer vital inputs for improvements in the existing CRM
practices. This will result into improved performance of the hotel businesses [9].
In Jharkhand in India, a number of businesses in the hospitality industry have adopted the
use of customer relationship management systems. They have gained significant benefits from
its adoption. The benefits which are associated with the use of customer relationship
management have been realized by a number of the hotels in Jharkhand in India. This report is
aimed at exploring one of the key benefits which is associated with CRM adoption by the
hotels in the industry. This research tries to develop a customer loyalty and retention
framework through the use of CRM practices through the identification and analysis of the
causal attribution resulting into effective CRM within hotel industry of Jharkhand in India.
The main aim of this research is generally to explore the effects of customer relationship
management (CRM) on customer loyalty and retention within the Hotel Industry of
Jharkhand.
2. LITERATURE REVIEW
With the increasing competition in the business world, there is need for business
organizations to invent ways of creating consumer loyalty and retention [10], [11], [12]. In
Jharkhand state in India, there is a very stiff competition among the players in the industry. As
such, a number of them have embarked on the adoption of customer relationship management
systems in order to ensure that they improve their operations and also to gain the numerous
benefits which are associated with the use of customer relationship management systems. The
main objective of any business is to maximize profits [13]. This would only be achieved if the
business is able to get a relatively large market share in the industry within which it operates.
In other words, the business needs to have as many customers as it can in order to maximize
sales and profits respectively. In this regard, customer retention is of great essence for
business success [14]. There is a wide range of principles that can be applied in order to create
consumer loyalty and retention. Among them is Customer Relationship Management (CRM).
The hotel industry, which is service oriented requires a high level of CRM. This is why a
number of the hotels in Jharkhand have adopted CRM systems. It will be effective in
attracting, managing and retaining customers in the industry. It is imperative to note that
owing to the increasing level of competition, customers have become quality and price
sensitive and developed less brand loyalty. Different academicians, researchers and managers
have made significant contributions regarding the best feasibility and implementation
strategies to improve Customer Relationship Management [15]. Despite the fact that their
contributions have been effective in improving CRM, there are still gaps that could be filled
to make it better. Following is a literature review of previous studies by the various scholars
which will provide a background for development of a customer loyalty and retention
framework through CRM practices [16], [17], [18].
In the words of Knoblauch and Bulander (n.d.) most companies as well as business
organizations have used CRM to support customer loyalty and retention through the support
of Information Communication Technology (ICT) [22]. In the recent years, technology
advancement has been rapid. It has become a source of business competitive advantage. In
other words, businesses that have embraced technology have a better competitive advantage
as compared to those that does not use technology [19]. In this regard, use of ICT can lead to
more effective CRM strategies [20]. It is worth noting that CRM serves a great
communication role within the organization. Businesses need to communicate and offer
Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya
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information to their customers often in order to manage their knowledge and information
pertaining the products and well as to serve and understand them satisfactorily [21].
Knoblauch and Bulander [22] further states that the continuous advancement of ICT have
led to an increased connectivity of people as well as other physical and virtual objects through
Internet of Everything (IoE) [22]. Consequently, more business organizations as well as
stakeholders have been mapped into It systems. As a result, it has become easy for managers
to implement CRM strategies. Further, organizations that are yet to embrace technology can
adopt it in order to improve on their CRM implementation. Inclusion of all stakeholders and
business organizations in the IT systems has been referred to as Anything Relationship
Management (xRM). This means that there is a more comprehensive and consistent mapping
that facilitates better communication among the relevant objects within the industry.
Knoblauch and Bulander [22] explains the origin of Anything Relationship Management [22].
It originated in the 70s when relationship marketing was defined as a way of attracting,
maintaining as well as enhancing customers’ relationships through multi-service became
essential for companies that needed a long term relationships with their customers. With time,
the interest of customers extended beyond customers and there was a need to create
relationships with all stakeholders hence developing the concept of Anything Relationship
Management [19]. Following the development of CRM over time, some scholars have
explored the impact of Customer Relationship Management practices on customers’
behaviors. Focused on how CRM can influence customers and give business organizations a
competitive advantage [23]. Customers have had more access to information in the recent
years. In addition, the number of business organizations has also increased. In this regard,
customers are able to make use of information to select among the alternative brands.
Therefore, customers have many options from which they can chose the products they which
to buy [23]. For them to maintain customers and create brand loyalty, business organizations
need to develop high level of customer relationships management strategy. However, this
would only be effective if they are able to better understand the impact that CRM has on
customer behavior.It has become more difficult for business organizations to satisfy and retain
customers owing to the increased number options they can access [23]. They need to sense
customer changing needs as well as preferences through provision of solutions that can help
fulfill these needs in a better way. It is regarded that CRM is one of the best approaches that
can help business organizations attain this objective [11].
The importance of Customer Relationship Management to business organizations. As a
matter of fact, that the future of companies will be highly affected by CRM. He also points
out that technology will be of essence to improve CRM strategies [24]. Various researchers
have pointed out on the need for business organizations to understand to understand customer
behavior. This will help them anticipate their customers’ future behaviors and in turn they will
be in a better position to know the products that can best suit their needs and preferences. The
subsequent effect of this understanding is that the companies will be able to create a long term
relationship with their clients. That business organizations should establish a philosophy of
strategic integration of CRM but at the same time take into consideration their culture [24].
They should align these strategies with their culture and ensure that they fulfill the ever
changing consumer needs as well as provide them with relevant information on a timely basis
through effective communication [12].
In the recent years, hospitality industry has adapted the modern way of doing business
and is now focusing more on customers with the objective of developing a relationship that
will be customer satisfying while creating a positive impact the same time. According to
researchers, the hospitality industry can develop these relationships effectively through the
use of information technology. They observed that information technology can help hotels to
Customer Relationship Management (CRM) On Customer Loyalty and Retention In Hotel Industry of
Jharkhand
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lower costs, offer more value to customers’ time and at the same time increase operations so
that they are able to make more profits. Based on the benefits of customer relationship
management through the use of information technology to the ability of business
organizations to retain customers as well as create brand royalty. They found out that
businesses that embrace CRM and use technology are in a better position to create better
relationships with the customers and lower costs hence increase the level of profitability [25].
There has been an increased level of competition in hotel industry in Thailand over the recent
years. They however suggested that ICT could be effective in increasing their performances.
Productivity is one of the major performance indicators for hotels. In this regard, ICT should
be aimed at increasing productivity. They should integrate CRM with ICT for better results
[26].
Use of customer relationship management systems by hotels in Jharkhand
Considering the numerous benefits which are associated with the use of customer relationship
management systems, like: improving the level of customer service and thus enhancing
customer relationship management within the organizations, a number of businesses in
Jharkhand have adopted customer relationship management system. Some of the key benefits
which have been gained by the hotels from adoption of customer relationship management
systems include improvement in the organization of informational; enhancing the levels of
communication between the firms and also with their customers; improving the levels of
customer services, automation the daily tasks which are carried out within the organizations,
enhancing the levels of efficiency within the organizations, as well as resulting into improved
reporting within the organizations.
3. RESEARCH METHODOLOGY
Target Population
A target population can be defined as the whole group of people or objects from whom
researchers are capable of obtaining responses from as they are conducting their research in a
number of cases, the target population has characteristics which researchers are interested in.
it is also worth pointing out that populations always have binding and common features. The
population which is targeted by this research are hotel administrators. This covers all the
hotels in the state of Jharkhand.
Sampling Technique
The research embraced non-probability sampling technique: convenience sampling. This was
brought about by the fact that there were time and resource limitations. Convenience sampling
generally entails the people or the groups which are readily available for participation in the
research.
Sample Size
A sample size of 50 hotel administrators were chosen for the purpose of the study. The hotels
in the sample were drawn from 10 major cities including: Jamshedpur, Dhanbad, Ranchi,
Bokaro Steel City, Deoghar, Phusro,Hazaribagh, Giridih, Ramgarh as well as Medininagar. In
each city, hotel administrators from the top five hotels were selected as the sample for the
study.
Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya
http://www.iaeme.com/IJCIET/index.asp 789 [email protected]
Data collection instruments and Data Collection Procedure
For the collection of data, the researcher adopted questionnaires. The questionnaires were
administered through the use of email. An email was sent to each of the respondents.
Data Processing and Analysis
After the collection of data from the respondents through the use of the questionnaires,
analysis was done by use of SPSS software. SPSS was used by the researcher due to the fact
that a number of advantages are associated to it. Key among the reasons for the selection of
SPSS include the ease with which the software can be used during the process of analysis.
• Customer relationship management systems enhances customer satisfaction within the hotel
industry in Jharkhand
• Customer relationship management systems enhances the loyalty of the customers
4. FINDINGS AND DISCUSSION
Figure 1 CRM saves time
As indicated in figure 1, when asked whether CRM saves time for the customers while
booking and hence enhances the levels of satisfaction, 26 percent of the respondents strongly
agreed, and another 54 percent agreed. This is a clear illustration that CRM is highly effective
in saving time, something which enhances the level of satisfaction of the customers.
Customer Relationship Management (CRM) On Customer Loyalty and Retention In Hotel Industry of
Jharkhand
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Figure 2 CRM minimizes costs
As indicated in figure 2, when asked whether CRM activities plays a role in minimizing
the costs of services for the hotels hence enhancing the level of satisfaction of the customers,
34 percent of the respondents strongly agreed while 40 percent agreed. This is an indication
that through CRM, the costs involved in the provision of services to the customers is lowered,
something which enhances the level of satisfaction of the customers.
Figure 3 CRM enhances decision making
As indicated in figure 3 above, when asked whether CRM activities makes it very easy for
the customers to make decisions when choosing the hotel to go to, 18 percent of the
respondents strongly agreed to the statement, while another 46 percent agreed to the
statement. This also indicates that decision making process for the customers is easily done by
the customers as a result of CRM systems.
Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya
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Figure 4 CRM enhances customer relationship with the hotels
As indicated in figure 4 above, when asked whether CRM systems enhances the level of
relationship between customers and the hotels hence enhancing the level of satisfaction of the
customers, 30 percent of the respondents strongly agreed to the statement while 26 of the
respondents agreed to the statement. This clearly points out that CRM systems are highly
effective in enhancing the level of relationship between the firms and their customers.
Figure 5 CRM enhances customer value
As indicated in figure 5 above, when asked whether customer relationship management
systems enhances customer value for the hotels, 38% of the respondents agreed to the
statement while 20% strongly agreed. This is a clear indication that as a result of CRM
systems, there is an improvement in the level of customer value.
Customer Relationship Management (CRM) On Customer Loyalty and Retention In Hotel Industry of
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Figure 6 CRM enhances efficiency within the hotels
Again, when asked whether CRM results into improved efficiency when it comes to
serving customers, and this enhances the level of satisfaction of the customers, 50% of the
respondents agreed, while 34% of the respondents strongly agreed to the statement.
Figure 7 CRM enhances customer service
40% of the respondents agreed that CRM plays a role in enhancing the level of customer
service which makes customers to make repeat purchase while another 24% strongly agreed
to the given statement. As such, it can be concluded that customer service plays a major role
in improving the level of customer service in the organizations.
Figure 8 CRM enhances customer relationship hence resulting into customer retention
Sanjiv Kumar Srivastava, Bibhas Chandra and Gautam Shandilya
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30% of the respondents agreed that CRM plays a role in enhancing customer relationship
hence resulting into the retention of the customers while 46% of the respondents strongly
agreed to the statement. This is a clear indication that the level of customer relationship is
always improved as a result of the adoption of CRM systems.
Figure 9 Customer engagement
58% of the respondents agree that Effective customer engagement brought about by CRM
results into increase in the level of loyalty of the customers while 18% of the respondents
strongly agree to the statement.
Figure 10 CRM saves time
56% of the respondents agreed that CRM systems saves customers time and money hence
making them to be very loyal while 24% strongly agreed to the statement. This clearly points
out that CRM systems are highly effective in ensuring that both time and money is saved by
the clients, something which makes them to be loyal to the firms.
33% agreed to the statement effective management of customer interaction by CRM
systems makes customers to be loyal while 16% strongly agreed. This also indicates that the
improved levels of interaction between the customers and the firms as a result of the use of
CRM systems play a key role in improving the level of loyalty of the customers.
Customer Relationship Management (CRM) On Customer Loyalty and Retention In Hotel Industry of
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5. CONCLUSIONS AND RECOMMENDATIONS
The main aim of this research was generally to explore some of the effects of Customer
Relationship Management (CRM) on customer loyalty and retention in Hotel Industry of
Jharkhand. The main hypothesis of the research were: Customer relationship management
systems enhances customer satisfaction within the hotel industry in Jharkhand and Customer
relationship management systems enhances the loyalty of the customers. The research
establishes that customer relationship management generates a number of benefits to the
organizations. The research has generally explored that through adoption of customer
relationship management systems, organizations are in a good position to minimize the costs
which are associated with the provision of services. This will make the hotels to offer highly
superior services to the customers at very cheap prices which will make the customers to be
very loyal to the organizations.
At the same time, the report has explored that through the adoption of CRM systems,
decision making is easily done by the customers. It also plays a key role in enhancing the
level of relationship between the customers and the firms. This enhances the levels of
customer satisfaction and also the level of loyalty of the customers.
The research has also explore that when the hotels adopt customer relationship
management systems, they will be in a good position to enhance customer value. Besides,
there is improvement in the level of efficiency as a result of the adoption of customer
relationship management systems by the firms. As the paper has explored, through the
enhancement of the level of customer service as a result of the adoption of customer
relationship management systems, the level of loyalty of the customers is enhanced. The other
benefits which can be gained by hotels as a result of adoption of customer relationship
management systems generally include improved customer relationship; enhanced
engagement of the customers; helping them to save time and money; and enhancing customer
interaction. All these play a key role in enhancing the level of customer loyalty.
As noted by the research, customer loyalty plays a key role in enhancing the level of
profitability of the firms. As such, firms, more so those in the hotel industry should strive to
ensure that they have in place highly effective customer relationship management systems.
When this is done by the hotels, they will be in a position to gain the numerous benefits which
are associated with customer relationship management systems, key among them
enhancement of the level of customer loyalty. This will contribute to the enhancement of the
level of profitability of the firms.
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