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VOL. 6, ISSUE 2 (2024)
Customer relationship management and customer loyalty of hotel industry in Rupandehi District of Nepal
Authors
Binita Chhetri
Abstract
The study intends to investigate “Customer
Relationship Management and Customer Loyalty in Hotel Industry of Rupandehi”.
Data for the study was collected through convenience sampling technique from
384 customers visiting 3 and 5 star hotels of Rupandehi districts on five
points likert scale through a self administrative questionnaire. Descriptive
and Causal comparative research design was used to conduct the research study
using correlation and regression analysis. From the regression analysis it is
found that Customer Orientation and Technology based CRM are the important
factors for Customer loyalty. Therefore, it is concluded that if hotel industry
focuses on making policies regarding these aspect in favor of customer then
there is a higher possibility that customer loyalty will be improved. Likewise,
it is found that people engaged in businesses are more interested in visiting
these 3 and 5 star hotels of Rupandehi districts so hotel industry should
prepare strategies in identifying and targeting business people as their core
customers.
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Pages:87-97
How to cite this article:
Binita Chhetri "Customer relationship management and customer loyalty of hotel industry in Rupandehi District of Nepal". International Journal of Finance and Commerce, Vol 6, Issue 2, 2024, Pages 87-97
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