Impact of Customer Relationship Management on the Performance of Hotels of Quetta

Abstract

The paper examines the impact of Customer Relationship Management (CRM) on the performance of hotels of Quetta City. It is critical for businesses to understand the importance of CRM for sustainability and acquiring a competitive advantage in the industry. The hospitality industry is constantly focusing on CRM to properly understand the needs of their customers so that they can enhance their services. The paper uses a quantitative research approach by collecting information from customers of hotels of Quetta about their performance. A sample of 100 customers was used for the study with the help of a questionnaire. The data was collected and analyzed be done to assess the impact of CRM on Firm Performance of the hotels. It was determined that technology-based CRM is the most critical factor for improving performance, secondly customer orientation and finally knowledge management should be focused if hotels want to improve their financial performance in Quetta. The study helps the hotels of Quetta to assess their current firm’s performance and understand the important strategic changes they will need to further improve their performance to satisfy their customers.