Issues in Customer Relationship Management in Qbic hotel - Report

Added on - 21 Jul 2020

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Issues of implementing customerrelationship management in small andmedium size Qbic hotel1
AcknowledgementFirst of all, I would like to thank my Business Project supervisor for the support, guidance,enthusiasm and aspiration that he has given me throughout the year. Secondly, I would also liketo thank friends for helping me with getting the crucial interview appointments that I needed. Ialso would like to thank all my family members for encouraging me to overcome challengeswhilst writing up this report.2
Table of ContentsAcknowledgement...........................................................................................................................21. Introduction..................................................................................................................................42. Business issue..............................................................................................................................43. Project aims..................................................................................................................................54. Methodology................................................................................................................................55. Literature review..........................................................................................................................66. Analysis........................................................................................................................................97. Conclusion.................................................................................................................................218 Recommendation........................................................................................................................229 Personal learning statements.......................................................................................................2410 References.................................................................................................................................2511. Appendix..................................................................................................................................273
1. IntroductionIn the modern era, the concept of Customer Relationship Management (CRM) becomesone of the focal issues. In spite of the fact that in past customer service was kept at low priorityby the firm. Now, for the firm customers are become important and they are at the heart of theorganisational activities. Customer Relationship Management is one of the sensitive issues forthe hospitality industry. It is so because customers are part of service in the service process. Inthe hospitality sector, customers are considered as one of the important assets (Rahimi andGunlu, 2016). Therefore, customer satisfaction and customer orientation become one of the mainobjectives for hotels. It is the truth that to meet the needs and wants of the customer is not aneasy task and for this, proper research and planning is needed to be conducted. It is a concern ofmanager to reach goals, target customer and provide them effective services. If the firm fails inproviding effective services to the customer then it can lose it customer and also negativelyimpacts reputation of the hotels. The present research is based on issues which Qbic hotel isfacing issues related to satisfying customers. Implementation of CRM plays a significant role inthe firm and it is an effective factor for Qbic hotel to survive in the competitive market.. In acompetitive market, there are many organisations who are trying to find out new ways ofsatisfying the customers (Rahimi and Kozak, 2017). With the use of CRM, Qbic hotel can notonly serve quality products to customers but also build a strong relationship with customers.2. Business issueQbic hotel is facing issues because of which it is unable to make strong relationship withits customers. Due to this reason, many of its customer switch to another brand which isimpacting profitability and sales of Qbic hotel. Due to increase in competition among hotels inthe hospitality industry, it becomes tough for the organisation to survive. There are a vastnumber of advanced technology which is used by different firm such as information technology,managing information system, Customer relationship management etc. Among all of them,customer relationship management is one of the effective application which can be used by Qbichotel to survive in a competitive market (Diffley McCole and Carvajal-Trujillo, 2018).Furthermore, one of the main challenges for the firm is to recognise their customers and retainthem for a longer period of time. Therefore, CRM practice plays a significant role for the firm inorder to attract large number of customer, satisfy and retain them for longer period of time.4
3. Project aimsThis report aim is to explore the issues regarding implementation of customerrelationship management system in hotel- A study of Qbic hotelBelow mentioned are the objectives based on aimTo understand the importance and concept of CRM for Qbic hotel in hospitality industryTo evaluate the impact of implementation of CRM system in Qbic hotelTo Identify and analyse barrier to the application of CRM systemTo recommended strategies for implementing CRM system successfullyResearch questionsResearch questions are based on the objectives which will be achieved in the presentinvestigation this are as followsWhat are the importance and concept of CRM for Qbic hotel in hospitality industryWhat are the impact of implementation of CRM system in Qbic hotelWhat are the barrier to the application of CRM system.What are the strategies for implementing CRM system successfully4. MethodologyResearch methodology play significant role in respect to carry out the business in a rightdirection.Research design: Research design assists in measuring overall tactic that aids investigatorto involve different elements of the study in a logical way. Along with this, it supports inaddressing the research problem in an effective manner. For making the researcheffective descriptive research design has been used by the investigator (Wright, Wahoushand Jack, 2016). It is based in theoretical analysis and help in describing the characteristicof population covered in the study. The rationale behind selecting this research design isthat it assists in collecting important data and information from different sources forcompleting the project.Data collection: Collection of information and data is one of the crucial parts of theresearch as it helps in making it more reliable and valid. There are methods of collectingthe information that is primary and secondary (Bailly and Comino, 2017). In order tocollect primary information, survey is conducted in which questions are asked from 105
employees of Qbic hotel. On the other side, secondary information is collected fromdifferent sources such as books, internet, company website etc.Sampling: Sampling is considered as a statistical procedure which is related to the chosenof the individual observation (Mebius, Kennedy and Howick, 2016). There are differenttypes of sampling methods that are probability and non-probabilistic. For the presentdissertation, the non-probabilistic method will be taken into consideration in whichquestions will be askedfrom 20 employees of Qbic hotel. All the employees are selectedwith the use of random sampling methods. The reason behind selecting employees is thatthey can provide specific information related to the issues company is facing and the wayCRM system assist them in gaining competitive advantage .Data analysis: In order to analyse the collected information, there are two methods thatare quantitative and qualitative (WinitWatjana, 2016). For the present research,qualitative method will be used under this theme will be made on the basis of surveyresult and interpretation of the same will be done. On the basis of the result, themes andcharts will be prepared for presenting it in an effective manner5. Literature reviewImportance and concept of customer relationship management for Qbic hotelAccording to the Rahimi and Gunlu, (2016), Customer Relationship Management is a setof business practice for identifying, verifying, developing and maintaining sustainableprofitability. If a business can effectively manage the relationship with its customer, then it willbecome easy to be successful. For this purpose, IT system assist in addressing the problem ofdealing with customers on regular basis. As per the view of Rahimi and Kozak, (2017), CRM isnot only an application of technology but it is an effective strategy to develop understandingmore about customer behaviour and for establishing a strong relationship with them. Henceforth,successful customer relationship management is relying on the effective use of technology.Various issues which company faces such as lower customer base, increase in dissatisfactionamong customers regarding products etc (Hardjono and San 2017). Along with this, needs andwants of customer changes with time and it is not easy for the firm to make changes in productsregularly for meeting the demand of customers. Ineffective communication between companyand customer lead to dissatisfy customers. Hence, all these issues lead to impact company’s salesand profitability as well as make impossible for them to survive in the competitive market. There6
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