This assignment requires a comprehensive analysis of Customer Relationship Management (CRM) systems, including their benefits, challenges, and impact on business performance. Students are expected to research and discuss various aspects of CRM systems, such as their role in customer knowledge creation, social media integration, and human resource management. The assignment also touches upon the importance of total quality management and its relationship with market orientation and hotel performance. Students must provide a detailed overview of CRM systems, including their evolution, key features, and success factors.