Browsing by Author "Shameer, M.N.A."

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    Customer Relationship Management Tools and Customer Satisfaction in the Hotel Industry (With Special Reference to Kandy District)
    (Uva Wellassa University of Sri Lanka, 2010) Shameer, M.N.A.; Ranasinghe, J.P.R.C.
    The one of the main objective of the Customer Relationship Management (CRM) is to delight the customers. Today most organizations think that expenses on CRM will erode the profitability and some CRM implementations can be failed. This study was carried out at the hotels situated in Kandy district. In those hotels application of the CRM is at satisfactory level and all of them are trying to achieve overall efficiency in delivering the service while maximizing their returns. Customer satisfaction levels with respect to the CRM are measured by a descriptive analysis with a measurement of a 5 point Likert scale system with relate to ten mentions. It has shown that the customers are almost satisfied with the overall services they received from the hotels. Management of hotels has some positive impact on there CRM initiations. The hoteliers personally believe that they have the necessary competencies for continuing their CRM initiations and prefer to update them self s with CRM improvements.
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    The Customer Relationship Management Tools and Customer Satisfaction in the Hotel Industry; With Special Reference to Kandy District
    (Uva Wellassa University of Sri Lanka, 2010) Shameer, M.N.A.; Ranasinghe, J.P.R.C.
    Customer relationship management (CRM) is one of the critical factors used to satisfy the customers in particular in service industries. Today most organizations spend on CRM will erode the profitability of the companies rather than maximizing customer satisfaction and some times CRM implementations can be failed. Yet, one of the main objectives of CRM is to delight the customers. Many hoteliers adopt CRM techniques to overcome competition and other obstacles faced at the market place and this study endeavor to check the real contribution of CRM tools to customer satisfaction addressing foresaid issues. The sample of the study was derived form the Kandy District and the stratified sampling technique was used within the study. A questionnaire was used to collect primary data for the study and descriptive statistics method was used to analyze the findings. The results show that the application of customer relationship management is at satisfactory level in the studied are and all the hoteliers are trying to achieve overall efficiency in delivering the service while maximize their returns. Customer satisfaction level with respect to the CRM initiations are measured with respect to the ten dimensions and it has shown that the customers are almost satisfied with the overall services they received from the hotels. Furthermore, the hoteliers personally believe that they have the necessary competencies for continuing their CRM initiations and prefer to update them self's with CRM improvements. The study recommends the hotel sector to strictly concentrate on CRM for an enhanced customer satisfaction. Hoteliers can maximize the satisfaction level of the customers by overcoming the shortcomings and problems faced by them in the existing system. Key words: Customer relationship management, Customer satisfaction