Abstract
This study examines the role of technological integration in Customer Relationship Management (CRM) within Madurai's hospitality sector, focusing on how digital tools and software solutions enhance customer engagement and service delivery. As the tourism and hospitality industry in Madurai continues to grow, driven by its cultural significance and heritage, effective CRM practices have become essential for maintaining competitive advantage. This case study investigates how hotels, restaurants, and tour operators in Madurai leverage CRM technologies to streamline operations, personalize guest experiences, and foster long-term relationships. The research analyses the adoption of CRM software, mobile applications, and data analytics in enhancing customer satisfaction, increasing retention rates, and improving operational efficiency. Findings reveal that while the use of technology in CRM has significantly improved service standards and customer interactions, challenges such as system integration, staff training, and cost constraints remain. This study offers insights into the potential of technological CRM solutions to transform the hospitality landscape in Madurai, contributing to both academic literature and practical applications in the tourism and hospitality industries.
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