Impact of Customer Relationship Management Practices on Revisit Intention of Local Guests in the Sri Lankan Hotel Industry

Despite the rapidly growing Customer Relationship Management (CRM) literature, the application of CRM practices and their effect on customer revisit hotels remain equivocal in the Sri Lankan context. Therefore, in this research, the authors first examined what CRM practices are being widely used by Sri Lankan Hotels. Then, the authors investigated the functional relationship between CRM practices and intention to revisit. This was a quantitative study based on a questionnaire survey done by selecting a convenience sample. Results indicate that the selected sample of travelers are always searching for new experiences, therefore, the identified CRM practices only have shown a moderate relationship with customer revisit. The main findings imply that domestic leisure travelers are of a variety seeking nature and they look for different experiences and entertainments. So they prefer a new place for the next visit.