Customer Relationship Management (CRM) is a business strategy, which helps businesses to improve services, reduce costs and increase profitability by consolidated customer loyalty. It orients businesses to collect all data of clients in hotels via software to give a better understanding of their customers. Our area is still facing the problem of inadequate quality of service in hotels which is not helping customers to meet their expectations. The objectives of the study are to find out: how do the hotels of Korça region practice CRM, the challenges that hotels face and also finding out whether there is any relationship between customer loyalty and CRM practices. The data used in this study are collected from the questionnaires distributed in the selected hotels of this region.
Author keywords
Customer Relationship Management
customer loyalty
competitive advantage
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