CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER …€¦ · CUSTOMER RELATIONSHIP MANAGEMENT...

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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


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


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



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


Jharkhand


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.



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.


Jharkhand


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.



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.


Jharkhand


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



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.


Jharkhand


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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