The Research On Impact Of Staff Behavior Of Domestic Star Hotel To CRM Application

CRM is a set of client-centered business philosophy, technology and implementation. It is the product of the management of a modern science and technology driven by market demand. CRM applications promote the interaction and mutually beneficial relations between business and customers, improving customer satisfaction and loyalty. And retain more subscribers for enterprises.Hotel industry facing increased competition and staff enthusiasm, sales performance, service quality and other low situation, some domestic-star hotel has introduced CRM system. Most hotels business and studied men have a certain understanding with the approaches, methods or process steps of customer relationship management implementation, and implementing CRM in accordance with these steps, methods and measures. However, there is no further study on the impact of the hotel staff on the implementation of customer relationship management. Therefore, the article studies the hotel enterprise customer relationship management application from the perspective of hotel enterprise's staff, providing a theoretical basis for the effective implementation of CRM for China-star hotel.In the first chapter, I raise the background of home and abroad and the significance of the study under this background. Then study the literature of CRM in domestic and foreign and in tourism enterprises. And Draw my own research methods. In the second chapter, summary the development of China's hotel industry, the features of hotel and the application status of CRM in star hotel. And Draw my own research enlightenment. In the third chapter, proposing the relationship between staffs and CRM, and survey staff of Jinjiang sunshine Hotel (four stars) of Lanzhou City, Gansu Province. Analysis the survey data by Using Excel and get: behavior factor of staff will affect the customer relationship management. According to the analysis results of third chapter, set up the customer satisfaction model of star hotel in the fourth chapter. Analysis the impact of behavior factors of the staff on the hotel customer relationship management by LISREL software and collected data of cases questionnaire. According to quantitative analysis results of the fourth chapter, Chapter five says: Proposing targeted management measures on staff in application of star hotel customer relationship management. Summary the thesis research findings,innovation and inadequate in the final chapter.