DL IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY CHAIN HOTEL

Abstract

The main purpose of this study was to investigate the effect of customer relationship management (CRM) is a chain hotel on customer loyalty. The study of correlation - aspects of the survey, the research is applied. Study population comprised all customers Corp is a hotel chain. Sample obtained by Morgan and the formula is the number 385. In this research field and literature data have been
collected by the Library. For purposes of data collection and the use of anonymous questionnaires, which will be completed by the customer Hotels Corp. Analysis of the questionnaire measured five option scale (Likert) is used by reliable Kernbakh alpha test and SPSS software were calculated for the 25 questions, 77/0, respectively. Based on the analysis of the questionnaire survey was to expert
scholars and professors there. In this study, to test the assumptions of regression method Enter used. The results indicate that the implementation of customer relationship management, attract new customers and retain existing customers Parsian Hotel is a positive and significant impact.