Customer Relationship Management (CRM) contribution to guest loyalty: An analysis of Customer Relationship Management (CRM) process in hospitality indusrty

In recent era developments in economy and technology have not only meant to address the needs of increased market competition and also, prompt to firms to develop new strategies in Customer Relationship Management (CRM). These strategies in Customer Relationship Management concern all departments of a firm and comprise all processes such as building continuous communications with customers, increase rate of customer retention and guest loyalty, obtain more data about customers, reduce the sales cost, increase the income, create new markets, improve the service channels. Customer Relationship Management (CRM) has an important impact on hospitality industry as in all businesses. Therefore, this research aims to analyze implementations of Customer Relationship Management (CRM) and impact of these implementations on guest loyalty in hotels. This study aims to measure the impact of Customer Relationship Management implementations of five-star hotels operating in Istanbul region on guest loyalty. In this regard, as a result of data obtained by survey method as total of 388 participants, whose population includes guests staying in five-star hotels, it has been demonstrated that CRM implementations play a significant role on guest loyalty. In this context, it is determined that Customer Relationship Management implementations need to be adopted by the hotels in order to provide guest loyalty. Key Words: Customer, Customer Relationship Management (CRM), Guest Loyalty (GL), Accommodation Facilities, Hotels.