Examining The Awareness Level Of Customers Towards CRM Initiatives Taken By Hotels In Delhi NCR (India)

Abstract

This study investigates the awareness level of customers regarding Customer Relationship Management (CRM) initiatives implemented by hotels in Delhi NCR. As the hospitality sector becomes increasingly competitive, understanding customers' perceptions of CRM practices is vital for enhancing service quality and customer loyalty. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess customer awareness and engagement with various CRM initiatives, such as loyalty programs and personalized marketing strategies. Preliminary findings suggest that while many customers recognize some CRM initiatives, a significant gap exists in their overall awareness and understanding of these programs. The study highlights the implications of these findings for hotel management, suggesting that effective communication and education about CRM initiatives can significantly enhance customer satisfaction and loyalty. This research contributes to the growing body of literature on CRM in hospitality by offering insights into customer perceptions and providing actionable recommendations for improving CRM strategies in a diverse and dynamic market.