Published Online:May 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM020525
DOI:10.71329/IUPJMM/2025.24.2.23-49
Author Name:Abdullah Ali and Fayaz Ahmad Nika
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:23-49
The study’s goal is to find out how technology-based customer relationship management (CRM), joint problem-solving, and customer involvement in customer relationship management affect customer retention in the Jammu and Kashmir hotel industry, with a focus on how customer loyalty plays a role. A causal and quantitative research design was used to look into how CRM affects customer loyalty and retention. 364 survey answers were gathered. The good effect of CRM components on customer retention was proven by structural equation modeling (SEM). The study’s results fill the big gap in the current research on CRM in the hotel industry, especially in the hotel sector in Kashmir region. The study helps to learn more about how CRM works in this particular setting by showing how certain parts of CRM can help retain customers and how customer trust can play a role in that. The study’s real-world consequences imply that tourism and travel companies may increase client loyalty and retention through CRM strategy that use current technology such as artificial intelligence. In order to satisfy the demands of customers and form long-term partnerships, it is crucial to establish solid ties with them. The study adds customer loyalty as a mediator variable to CRM Theory, thus giving the industry useful insights.
Businesses are now focusing on enhancing customer loyalty and retention through customer relationship management (CRM), as customer loyalty has become crucial due to increased competition in the industry. In the hospitality industry, companies are turning to relationship marketing, particularly through loyalty programs, to ensure longterm success and sustainability (Al-Hazmi, 2021; Ibrahim and Rasheed, 2024). According to Rahimi et al. (2018), Hamid (2009), Abdullateef et al. (2011), and others, the goal