Customer relationship management (CRM) has burgeoning admiration and is becoming one of the best sought-after academic and practical topics in the field of hospitality. In fact, due to the aggressive environment, CRM is very important and has become a niche for strong performance. However, there is limited research that discovers the relationship between CRM dimensions and hospitality operation. Therefore this study is an attempt to furnish a value conceptual framework that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study assists not only to elucidate the kinship between CRM attributes and hospitality performance, but also to explain the intermediation of marketing potentialities in this relationship.
Keywords: Customer relationship management, Hospitality industry, CRM dimensions, Marketing potentialities.
 Assistant Professor, Amity School of Hospitality, Amity University, Lucknow Campus.