Abstract:

Customer Relationship Management, or “CRM”, is one of the most important issues in the way of business throughout the world. Without a proper customer relationship management, it is not possible to attract the new customer to the business or retain the customers that we had, and therefore the profitability can not be mentioned. In this study, the approach to the customer relationship management and business qualifications of the thermal accommodation business in Phrygia region (Ankara, Kütahya, Afyon, Uşak, Eskişehir) are analyzed. According to the results of this research, the department of customer relationship management of thermal accommodation businesses was seen as absent, so this kind of activities are performed by front Office department and senior management level. Also, the establishments aren’t required to have an expert staff associated with CRM

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