Demographic Profiling and the Impact of Technology-Driven Customer Relationship Management on Customer Satisfaction in Star Category Hotels: A Study of Tricity (Chandigarh, Panchkula and Mohali) Region

Abstract

Technology-driven customer relationship management (CRM) initiatives have brought about a significant transformation in the hospitality sector, especially in star-rated hotels. The purpose of this study is to investigate the complex relationship that exists between customer satisfaction and demographic profiles in the Tricity area, which includes Chandigarh, Panchkula, and Mohali. A thorough questionnaire is used in the study to collect information on a range of demographic variables, including age, gender, marital status, income, and education. The analysis of these demographic factors' effects on customer satisfaction is conducted by carefully assessing technology-driven CRM programmes. Results from ANOVA and independent samples t-tests provide detailed information about how demographics affect customer satisfaction. The research offers significant perspectives for lodging providers who aim to customise their offerings to a range of clientele groups.