Abstract: Customer Relationship Management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. CRM can bring many benefits to the hotel business, though there are some associated challenges. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this review study is an attempt to provide a literature review that explains the factors of CRM towards performance and the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain role of marketing capabilities in this relationship.

Keywords: Customer Relation Management (CRM), Hotel Industry, Customer Satisfaction, Literature Review

| DOI: 10.17148/IARJSET.2019.6211