Research Paper

Topics: Research, Customer service, Hotel Pages: 12 (3461 words) Published: May 19, 2013


Table of Contents

Chapter 1: Research Problem
1.1 Introduction and Background3
1.2 Statement of the problem 4
1.3 Statement of Research Objective5
1.4 Conceptual Framework6
1.5 Research Hypotheses7
1.6 Significance of the Study and Research Value8
1.7 Scope and Limitations9

Chapter 2: Review of Related Literature and Studies..................10

Chapter 3: Methodology
3.1 Research Design11
3.2 Population and Respondents12
3.3 Sampling Design13
3.4 Measurement and Instrumentation14
3.5 Research Procedure14-15

Reference List 16



Customer Relationship Management is part and parcel of every business organization and it is also one of the most important tools as businesses depends very much on customers for sustenance in the business world. Customers are the main source of income for any business organization. Customer Relationship Management is a form of business strategy which is used by many businesses as it enables the organization to learn, understand, anticipate and respond to the customer’s needs and wants but at the same time not forgetting the company’s goals. Customer Relationship Management does not only apply to customers but also to suppliers because without the suppliers a business cannot function properly. Communication is the key to having better customer satisfaction and it also strengthens the relationship between business organizations and customers.

Customer Relationship Management has a very great impact on businesses today as it can cause any organization to fall out of business. It is said by Amonca58 that if a business organization does not have proper Customer Relationship Management in place, it will be a very tough challenge to attract and retain customers to the business thus making the business less profitable (Amonca58, 2012). The author also states that Customer Relationship Management is very crucial in the hotel industry today as the industry is facing a rise in competitiveness (Amonca58, 2012). In order to be unique, a hotel has to have ample information about their customers’ preferences, likes and dislikes and their special request if any so that the hotel is able to provide for the customers’ accordingly (Amonca58, 2012). The author also states that in order to maintain a long-term relationship with the customer, a hotel needs to create a unique and exceptional experience in which all the needs and wants of the customers’ are met (Amonca58, 2012).

Customer Relationship Management focuses on building the trust and bond between then business and the customer so as to be able to achieve a long-term profit and possible future businesses from potential customers’ who are friends or relatives of the current customers’


The Researcher seeks to answer the problem” How is Customer Relationship Management practiced by Front Office Personnel in Hotels in Singapore”

Customer Relationship Management is practiced in several ways by the front office personnel’s in hotels. The front office being the heart of the hotel is situated right in centre of the hotel facing the main doors so that the staffs are able to see when a guest arrives. The front office is the place where customers are checked-in and checked-out thus making it the main point of contact for customers during their stay at the hotel. Thus, the front office is where customers’ get their first and last impression of the hotel. With technology being so advanced in today’s world, information is easily shared within each department (e.g. sales, marketing, concierge, customer service, complaints and call centers). Any department that keys in any information into the customer’s folio will be showed in every department when staffs opens a customer’s folio thus allowing work to get done more efficiently...
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