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HOLY AI\GEL UNTITRSITY

CUSTOMER RELATIONSIIP MANAGEMENT OF DEPARTMENT OF TOTIRISM'S ACCREDITED HOTELS OF ANGELES CITY

A

Thesis Presented to the Faculty of Graduate School

Holy

Angel

University

Angeles

City

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CHEDRO _IiI

In Partial

Fulfillment

of the Requirements

for

the Degree

of

Master of Business Management

Fides

^pritl.y#

November 2013

CRM of Hotels in Angeles

City

HOLY ANGEL III\IVERSITY

Abstract

The study was conducted to assess and analyzethe customer relationship management practices of Department

of

Tourism's accredited hotels in Angeles

City,

Pampang4 Philippines. To measure the level of

CRM

consciousness, in-depth interviewing

and document analysis were done. The findings revealed that the level of

CRM

consciousness between hotels and hotel clients are considerably high. Using

ANOVA

and Levene's T-test analysis,

DOT's

accredited hotels were scrutinized to come up

with a

^'

structure that

will

help sustain the level of CRM consciousness of hotels

in

Angeies City.

Based on the conducted study, the

DOT

accredited hotels of Angeles

City

need to focus on

following

^{level of}

CRM

consciousness: customer ugrading, customer winback, customer orientation and CRM technology.

In

order to maintain the level

of CRM

conciousness of hotels in Angeies

City for

global competition, the study provides a starting point to assess other variables that can affect the hotel industry.