Investigating customer relationship management in hotel industry (case study: Shahryar & Pars El-Gholi Hotels

Hotel industry always encounters with enviromental changes & this show that survival of the hotels is dependend to their efficient & effective compatibility to changes. The main objectives of this research is investigating Customer Relationship Management (CRM) in Shahryar & Pars El-Goli hotel .So identification, attraction, attention & development of customer & Electronic Customer Relationship Management (ECRM) components have been compared as CRM components in these 2 hotels.This research a descriptive ,appliable research & its aim is providing solutions for improvement of CRM at the above mentioned hotels.To do this research 4 questionnaires for managers , experts, internal & external guests have been prepared.The hypothese have been analyzed using kolmogrov-Smirnov & infrential t tests & the results are as follow : CRM is at the average level in both hotels & solutions shoul be given to improve it.Some solutions can be as follow :To obtain necessary information about guests . needs ,to obtain information about the best hotels around the world,to install a complete website ath the 2 hotels, to use more knowledgeable & more experienced staffs for better resolving customers. requests & needs.

Keywords: Customer Relationship Management, Customer Identification, customer attraction, customer attention, customer development, Electronic Customer Relationship Management