Customer Satisfaction In Star Category Hotels: Evaluating The Effects Of Technology-Driven CRM Initiatives In Tricity (Chandigarh, Panchkula And Mohali) Region

Abstract

This study investigates the impact of technology-driven Customer Relationship Management (CRM) initiatives on customer satisfaction in star category hotels located in the Tricity region, encompassing Chandigarh, Panchkula, and Mohali. Utilizing a quantitative research approach, data was collected from guests staying at various star category hotels through structured questionnaires. The study identified six key factors related to technology-driven CRM initiatives: Digital Reservation Experience, Personalized Guest Experience, Enhanced In-Room Technology and Services, Effective Communication and Multichannel Interaction, Intelligent Automation with Chatbots and Messaging Services, and Guest Feedback Integration and Continuous Improvement. Reliability analysis confirmed the internal consistency of the constructs, and hypothesis testing revealed significant positive effects of most constructs on customer satisfaction. The findings explains the importance of technology-driven CRM initiatives in enhancing guest experiences and suggest implications for hotel management to prioritize investments in digital platforms, personalized services, and guest feedback integration. Future research could explore the long-term effects of CRM initiatives on customer loyalty and examine emerging trends in technology adoption within the hospitality sector.