The effects of customer relationship management of enterprises on customer loyalty: A research for hotel companies

The aim of this research is the measurement of the degree of effect of CRM-methods of accommodation -facilities on customer loyalty. A theoretic underlining of the importance of CRM and customer loyalty is made for enterprises of the service sector as well as for the consumers. The research relies on quests of 4- and 5-star hotels located at the European part of Istanbul. 20 hotels were chosen sample. The data-sampling is made with instruments of survey techniques. The survey topics are based on hypothesis of the research and in total 350 questionnaires were used by chosen customers.SPSS 16.0 Software Program was used for statistical analyses during the evaluation about the findings of study. During the evaluation of data found in study, Kolmogrof-Smirnov Test was applied in order to control the parametric hypotheses if they are provided or not besides the descriptive statistical methods (mean,standard deviation,frequency). The type of measurement is that; Kruskal Wallis Variance was used in case of not being provided the parametric test hypotheses of three or more independent groups and Mann Whitney U Test was used in case of not being provided the parametric test hypotheses of two independent groups. Furthermore, correlation analysis was used in order to determine the level of the relationship between the Hotel Management of Customer Care which forms the second part of our survey and the Attitudes&Behaviours concerning Hotel which forms the third part of our survey.For the CRM-activities of enterprises the output of the research shows no meaningful statistical differences within the groups of age and gender but differences do exist within the group of education-degree, profession and income-level. Also the output of the attitudes and behaviour of the customers shows no meaningful statistical differences with the groups of age and gender but within the groups of education-degree, profession and income-level. The output of the Correlation Analysis - to evaluate the CRM-activities of enterprises and the attitudes and behaviour of customers (Customer Loyalty) - shows a meaningful correlation among both issues in long term.Key Words: Customer Relation Management, Customer Loyalty.