Project Report on CRM (customer relationship management) IN HOTEL INDUSTRY

This Project Thesis is Written by Roya Rahimi with the approval of Lulea University of Technology and University of Isfahn. The purpose of this thesis is feasibility study of Customer Relationship Management (CRM) application in hotel industry. With increased globalization, competition, higher customer turnover, growing customer acquisition costs and rising customer expectations in today competitive word CRM is very important for several companies and received an increasing amount of interest among scholars and practitioner especially in recent years. While some companies have received immense benefits from their investments (enhancing customer satisfaction and profitability).