IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON THE PERFORMANCE OF HOSPITABILITY INDUSTRY IN NIGERIA

There has been growing interest in CRM in recent years in business and other fields of study and practice (Balaram&Adhikari, 2010; Becker et al., 2009; Dimitriadis& Steven, 2008; Ozgener&Iraz, 2006). The concept of CRM has grown over the years in explaining loyalty of customers to a particular business. Various studies on CRM have established that the establishment of a good relationship with clients is the mainstay of having loyal customers that bring much business than non-loyal customers (Dowling, 2002).

The hospitality industry is growing with an increase in revenue generations year by year which is a sign of positive growth. Globalization is one of the main factors for this tremendous growth. Therefore realizing the huge potential of hospitality revenues, the state governments of India have already entered into the fray competing among themselves as well as with private agencies and are promising the very best in terms of infrastructure, services to the tourists and customers.