The Impact of CRM on Revenue Generation in Hospitality Industry

Research Project
(The impact of Customer Relationship Management on the
revenue generation in hospitality industry)
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Abstract
Main purpose of this report is to identify impact of CRM on hospitality industry while
generating of revenue. For this purpose, different activities have been done in effective manner.
These activities are development of research objectives, literature review, research methodology,
data analysis and findings, critical appraisal, recommendations and suggestions for further work
and conclusion. All these are effective and useful activities that helped researcher in completion
of full report within given time duration and in systematic manner.
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Summary
This research report is based on analysing the impact of CRM (Customer relationship
management) in making of revenue within hospitality sector. It is a main aim of this project and
for accomplishes this aim; numbers of chapters were followed by researcher in systematic
manner. Literature review is an effective chapter that used for collecting secondary data from
different sources i.e. journals, books etc. Research methodology is another chapter that helped
researcher in collecting of qualitative and quantitative information about the CRM from
questionnaire and interview. Data analysis and findings are another chapter that supported
researcher in analisation of qualitative as well as quantitative information regarding the existing
topic. Deductive approach is used for analysing quantitative information, whereas inductive
approach is followed for analysing qualitative information. Thematic analysis also applied in
analysing qualitative information within set time duration. Critical appraisal have been done by
explain effectiveness of research methods and also providing some suggestions for further work.
Conclusion is a last part that supported researcher in explaining of entire detail about the report
in a brief manner.
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Contents
Abstract............................................................................................................................................2
Summary..........................................................................................................................................3
Acknowledgement...........................................................................................................................6
Chapter 1: Introduction....................................................................................................................7
Introduction and background of the project.................................................................................7
Research question........................................................................................................................7
Sub –questions of research..........................................................................................................7
Aim and objectives......................................................................................................................7
Approach and methodology.........................................................................................................8
Chapter Review...........................................................................................................................8
Chapter 2: Literature review............................................................................................................9
Explain about the concept of customer relationship management in context of hospitality
industry?......................................................................................................................................9
How CRM has impact on Sultan restaurant in generating revenue?...........................................9
What kind of challenges happens in implementation of customer relationship management
practices?...................................................................................................................................10
What are the ways by which Sultan Hotel can easily mange challenges associated in
implementation of CRM practices?...........................................................................................10
Chapter 3: Research Methodology.................................................................................................11
Research approach:....................................................................................................................11
Research philosophy:.................................................................................................................11
Sources of data collection:.........................................................................................................11
Sampling....................................................................................................................................12
Data analysis approach:.............................................................................................................12
Research instruments:................................................................................................................12
Chapter 4: Analysis and findings...................................................................................................15
Qualitative data analysis:...............................................................................................................23
Chapter 5: Critical appraisal, recommendations and suggestions for further work.......................25
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Chapter 6: Conclusion....................................................................................................................26
REFERENCES..............................................................................................................................27
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Acknowledgement
I would like to express my special thinks to hospitality industry by providing opportunity
to perform research over an interesting topic i.e. Customer relationship management and its
impact for Sultan Restaurant, London in generating revenue.
I also thankful to my friends and team mates that provide me guideline in completion of
full report systematically and timely.
Further I want to thanks the employees of Sultan Restaurant, London for providing me
chance to collect primary data about the CRM.
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