Özet:

The contribution and role of the staff of the office, who are in many communications and interactions with the customers in the processes of arrival, arrival, accommodation and departure of the customers to the hotel, is of great importance in the practice of customer relationship management. In this context, it is necessary to be able to succeed in customer relationships, to leave a positive impression on the customer and to improve the quality of the service, the head office staff must be aware of how to ensure customer satisfaction and loyalty and how to resolve customer complaints. The aim of this study is to identify the contribution that employees and managers in the head office department have made to the management of customer relations and to show their roles in terms of customer satisfaction, loyalty and complaints, in accordance with the general hotel business policy in customer relations practices. When the findings were evaluated, the average values were that the travel agency of the transport channel the customers prefer in the hotel enterprises was used; the attention was given to listening to many complaints in customer communication strategies; the use of more 24-hour open telephone lines in customer relationship management practices; the preference of personality and professional roles of reliability and kindness characteristics; the use of the method of learning requests and complaints with many customer requests forms; the ability to easily access customer complaints and the ability to listen to complaints with patience.

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