Effectiveness of customer relationship management practices \ud In star hotels in Karnataka \ud

Customer Relationship Management (CRM) in star hotels is a key element that allows star hotels to develop their customer base and sales capacity. With the help of CRM, the star hotels can manage all aspects of customer interactions in a manner that enables star hotels to maximize profitability from every customer. CRM is widely acknowledged as an important component of marketing management and corporate communication management processes in most of star hotels in Karnataka. The study revealed a significant difference in the mean factors’ effectiveness on CRM practices among star hotels. It was found that the mean values of three-star hotels differed significantly from mean values of four-star and five-star hotels. It was also found that the relationship between CRM practices and influence on the category to which they belong is higher than expected. Finally it was found that the relationship between CRM practices and influence on the category to which they belong is that only three-star hotels differed significantly from four-star and five-star hotels