A study on customer relationship management influences customer's brand preferences in hotel industry / Nur Azlinda Rosli

In all companies need a good relationship with customers to achieve the advantages of the other competitors. Each customer has a disparity of tastes and desire, as hotel companies who want to succeed in the industry to understand the needs and desires of customers. Customer Relationship Management, CRM is an effective initiative for the hotel to influence customer choices and change their purchase intention. Customer Relationship Management including managing facilities for customers, meet customer needs, achieve customer high ratings by providing high skill staff, comfortable and welcoming environment, and efficient customer service. Although the Intekma hotel is only 3-star, customers will expect only a high class service from the hotel management, it is hotel management jobs to attract them to prefer the hotel and retain them for future business growth. Moreover, the high competitiveness in industry and increasing customer complaint can definitely affect the brand preference among customer toward Intekma Resort.

This study indicates two objectives, which to determine the dominant element in Customer Relationship Management that influences the brand preference among customer in hotel industry and to investigate the relationship between customer services, employee behaviour, physical environment and social network interaction with the consumers' brand preferences.

This study was conducted to answer the research objective by distributing randomly 100 questionnaires among guest and visitor of Intekma Resort, the researcher may acquire a more accurate result as all the respondent has experience the hotel services. A multiple regression analysis, correlation analysis, descriptive analysis was done to figure out the objective of this study.

Overall, the finding shows that atl independent variables which were physical environment, employee behaviour, customer service and social network interaction has had positive relationship with the dependent, but only two is significant for this study which are physical environment and social media interaction.

This study is needed for the Intekma Resort management to focus on the dominant factor influences the brand preference in hotel industry and use the result to improve the services to meet the customer expectation and fulfilling their need and wants,