Beyond Check-In: Effectiveness Of CRM Practices In Kerala's Star Hotel Industry

The secret to hotel business success is building customer relationships rather than just providing high-quality products and services. Strong client relationships and higher customer satisfaction are mentioned as the main sources of income for service organisations. With "consumer power" at its centre, business has experienced a remarkable transformation in the new millennium. The hospitality industry is a perfect fit for the use of CRM concepts and practices. Modern hotels strive to enhance the guest experience to increase occupancy rates and income. To attain these outcomes, hotel managers need to have a deep awareness of the requirements, attitudes, preferences, and expectations of their visitors. Star hotels in Kerala have been implementing and following CRM practices widely across the industry with the expectation that effective CRM practices in these hotels will strongly influence their performance dimensions. The Three-, Four-, and Five-Star hotels in Kerala firmly think that implementing CRM aspects will improve their reputation, popularity, and financial standing, as well as their prospects for future business in the industry. To the core, the extent and level of specific aspects of CRM practices in star hotels of Kerala, the use of BSC as an overall performance evaluation tool for assessing CRM effects, and the mediating roles played by marketing capabilities in the relationship between CRM practices and performance indicators have remained unexplored in the academic context. Therefore, the present study has been conducted to assess the factors as well as the level of CRM practice aspects of the Hotel industry in Kerala. Hotel managers and executives from particular designations were selected as the study's targeted respondents. The study is useful in providing knowledge to hoteliers -owners, managers, executives and CRM practitioners on the importance of effectively integrating CRM practices for the improvement of overall performance of the Hotel Industry.