An exploration of the effect of E-Customer relationship management on brand Image in hospitality industry, UK: a case study of Taj Hotel in Central London

Harvard, 12000 Words



Taj Group of lodgings is one of the greatest and the most driving association in London, and built up a few branches everywhere throughout the world in distinctive nations. The TajMahal Hotel is built in India in the year 1903 this occasion portrayed Times of London as a dazzling presentation. Taj built two branches in London, one is Taj Suites and Habitation’s which is a 5 star extravagance focal inn situated in the heart of Westminster. What’s more, the other is Crowne Plaza London St.James situated at Buckingham Gate. Taj has a few branches all through the world like Srilanka, Oman, the USA, India, Maldives and attempting to grow more in different nations. The development of this inn is expanding step by step as it perceived the need and need of client relationship administration (CRM) in the lodging business (Taj, 2009). Because of this reason it offers more advantages to the clients. Right away Taj has 57 Hotels of which 48 are working in a fruitful way. The Taj inn offers appealing usefulness which gives peace to the clients. This usefulness thus builds the capacity of CRM in the middle of Taj and its clients. Taj gives inviting environment distinctive offers which expands the client’s advantage and noticeable quality on sustenance. Taj additionally gives the new highlights of E-CRM like fax, E-mail office, Laptop PC, foundation data on major Indian commercial enterprises, and on line availability to world business data (CRM, 2009). All Taj Luxury Hotels included some additional highlights keeping in mind the end goal to draw in the clients like by giving restore rooms, wellness focus and workmanship business focus. With the assistance of CRM this lodging incorporates business lodgings, shoreline resorts, castle, greenery enclosure withdraws and other agreeable settlement keeping in mind the end goal to satisfy the offices in the superlative extravagance inns. Taj keeps up a decent association with the clients by actualizing the CRM in their association effectively. Taj inn drives alternate lodgings as it gives great settlement, administrations, sustenance and refreshment contrast with alternate lodgings. The Taj Gathering of Hotels introduces the Taj club which offers exceptional universe of offices and benefits which are the fundamental and additional customary administrations for the clients. Taj additionally gives new Electronic CRM highlights like E-mail, Facsimile, Internet, Color photocopying and lawful library, and in addition portable workstations, city pagers and cellular telephones on rental premise and even it incorporates a business group so that the clients can do exchanges from lodgings (CRM, 2009). From the above setting, it can be comprehended that CRM assumes a vital part in raising the development of the inn commercial enterprises.

Keywords: eCRM, online customer relations, hotel in London.




















Table of Contents



Chapter 1: Introduction

  1. Background of the Study
  2. Rationale of the Study
  3. Research Aim, Objective and Question

Chapter 2: Literature Review

2.1       E-customer relationship management

2.2       Business Benefits

2.3       Use of CRM Strategy

2.4       Benefits for the management

2.5       Aiding business growth

2.6       Demerits of E-customer relationship

2.7       Knowing the customer

2.8       Conceptual framework

Chapter 3: Research Design and Methodology

3.1       Research Philosophy

3.2       Research Approaches

3.3       Research Strategy

3.4       Hypothesis

3.5       Research Process

3.6       Data Types

3.7       Sampling method

3.8       Data Analysis

3.9       Ethical Issues

3.10         Accessibility issues

Chapter 4: Results, Analysis and Discussion

4.1       Rate of response

4.2       Structures and organizational support to customer relationship management

4.3       Online Customer relationship management practices in Taj hotel London

4.4       E-CRM Tools

4.5       Challenges faced by Taj hotel London in implementation of eCRM Practices

4.6       Data Analysis

4.7       E-CRM leads to customer loyalty

Chapter 5: Conclusion and Recommendations

5.1       Recommendations