Impact of CRM on Revenue Generation in Hospitality Industry

RESEARCH PROJECT
PROPOSE (M1)

TABLE OF CONTENTS
INTRODUCTION.........................................................................................................................3
Background..................................................................................................................................3
Aim and Objectives.....................................................................................................................3
Rationale......................................................................................................................................3
LITERATURE REVIEW.............................................................................................................4
Concept of Customer Relationship Management in Hospitality industry...................................4
Integration of CRM practices with revenue generation...............................................................4
Ascertaining the potential challenges in CRM implementation..................................................5
RESEARCH METHODOLOGY.................................................................................................5
Research Philosophy....................................................................................................................5
Data Collection............................................................................................................................6
Sampling......................................................................................................................................6
Data Analysis...............................................................................................................................6
Ethical Consideration...................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Background
The importance of Customer relationship management in the hospitality industry has been
one of the highest trending concept. CRM basically means a business strategy that will increase
the satisfaction level of the customers and help the company in developing better bonds with
them. In the current research proposal, the researcher will identify the use of CRM practise in
hospitality sector and then analyse the impact it has on the revenue generation capability taking
the Sultan Hotel situated in London as a sample hotel which will represent the entire hospitality
industry of UK. The researcher will also identify the potential challenges in implementation of
CRM and develop appropriate solutions and recommendations.
Aim and Objectives
Research Aim:
To analyse the impact of Customer Relationship Management on the revenue generation in
hospitality industry. A case study on Sultan Restaurant, London.
Objectives:
 To identify the concept of CRM in hospitality sector.
 To ascertain its impact on the revenue generation in Sultan restaurant.
 To identify the challenges in implementation of CRM practices.
 To recommend appropriate solution regarding CRM implementation in Sultan Hotel.
Rationale
The researcher has selected the current research topic in order to conduct his research because
the trends in the hospitality industry have changed and the strategies that are being adopted by
this industry has become more consumer centered where ‘customer is the king’ is being
implemented as most favourable strategy. Therefore, the researcher will analyse the impact of
CRM implementation in the hospitality sector and try to establish a relationship between the
CRM and revenue generation in the hospitality industry so that the scholar is able to conclude the
positive and negative aspects regarding his research and will be able to make adequate
conclusion. Therefore, the researcher has chosen CRM and will try to develop a relationship
between its implementation and revenue generation in hospitality industry of UK.
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