Abstract:
Customer relationship management (CRM) is widely discussed in numerous industries including the hotel
sector. Much of the discussions on CRM have focused on implementations related aspects with only scant
attention given to the CRM practices that manifest due to CRM implementations. As a result while the existing
understanding on CRM has been established through an organisations point of view by identifying the back
stage CRM from the point of view of the organisation, this study demonstrates the importance to enhance the
understating of CRM through the customers’ point of view. Thus this study explored CRM practices
experienced by the leisure travellers in the hotel context and what they think of such practices. Data was
collected through focus groups which consisted of 22 participants in total. The findings indicated numerous
customer relationship management practices experienced by leisure travellers at the: pre-encounter, encounter
and post-encounter stages.
