Abstract
The aim of this paper is to study the dimensions of Customer Relationship Managment (CRM) viz., Customer Orientation, CRM Organisation, Knowledge Management and Technology based CRM and its impact on the organisational performance in hotel Industry in Odisha. To assess to what extent the dimensions of CRM impact the hotel performance, this research employs Balance Score Card (BSC) approach. This is a quantitative study that incorporated convenience sampling technique wherein the responses were taken from 160 managers of classified hotels (three star to five star category only) via an online survey method. Inorder to meet the study’s objectives statistical methods like Pearson Corelation and Multiple Regression Analysis were used. The results of the study stated that Customer Relationship Managment and its dimensions have a positive relationship with hotel organisational performance. Managerial implications are based on the premise that in order to enhance the organizational performance in hotel industry in Odisha, it is pertinent to build and have in place an effective and efficient dimensions of CRM.
Published Version
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