A Research On Customer Relationships Management(CRM) Systems Of Pan Pacific Sonargaon Dhaka Hotel

A CRM system offers a way to manage relationships and interactions with customers or potential customers to improve profitability and CRM systems are the software designed management system to support creating details customers‘profiles that include information such as consumer behavior and preferences,motivation accept services etc.In general,CRM systems provide better customer relationships,more effective multi channels advertisements and more useful staff tools within a reasonable time period.Pan Pacific Sonargaon Dhaka hotel is situated in the heart of the capital and oldest 5 star hotel in Bangladesh.This hotel is seems to be top quality 5 star hotel but still it is suffering many problems like as effectiveness of the services.So the main purpose of this research is to find out the CRM Systems effectiveness of the PPSDH.To complete the research about 48 primary data has been collected through structured questionnaire from the employees and analyzed in SPSS and in addition 262 customers review analyzed theoretically for this study.At first,from the primary data analysis,it is found that male workers are higher than the female counterpart and about 90%employees‘education is satisfactory whereas half of the employees have more than 6 years working experiences.Then,for CRM system analysis data validity test Cronbach's Alpha is found very high 0.942.In descriptive statistics it‘s found that on demand TV based movies/games services,resolving customer complaint,constant contact with the customers,providing authentic data to the global partners and customers point available information is not in moderate level.In case of correlation analysis among the variables it is proved that gender and job experiences relation among all CRMS variables are negatively correlated and?CRM organization and?Knowledge Management‘is highly(.835^**)correlated and significant at 0.00 level and following that,Knowledge Management and CRM technology also have strong relation.Finally,in regression analysis the model proved that it is statistically significant?P<.05?.Where the model also support that Concentration on Key Customer?.003?and Knowledge Management?.018?which is individually statistically significant.In analysis of secondary data,about 92%customers rate PPSDH best for staying and passing quality time but,8%customers‘find many problems in PPSDH like as poor quality stale,cool and poisonous food serving,air-condition noise and not working,hustle in airport pickup,poor support staff services,mosquitos and mites,superfluous food price and higher room price compare to service facilities.At the same time,based on analysis of IDIC model of CRM system in PPSDH has found some deviations such as distinguished customer evaluation,gaps in interaction and mismanagement of some customization.Lastly,PPSDH service is quite good and they are strongly committed to serve the customers equally.Finally,to retain higher customer satisfaction;Pan Pacific Sonargaon Dhaka Hotel management is constantly and relentlessly trying to be very much professional in every aspects of the business with help of CRM systems.