Customers are the backbone of any industry and so that they should be satisfied in all aspects. In recent years, customers are handled easily by Customer Relationship Management which helps in managing customers very effectively. But, in some cases business firms fail to satisfy customers. From the study, it was identified that most of the customers are not treated with proper care and Customer Relationship Management in resorts helps in creating a bond between the customers and the service providers. Their basic expectation of good service is not being provided. Safe lodging is an important element of customer care but that is not being provided in few of the resorts. This research aims in studying the CRM practices followed by the resorts and analyses the factors influencing the customers’ preference towards the resorts and the problems faced by the service providers while retaining the customers.

Keywords: Customer Relationship Management (CRM), CRM Practices, Customer Retention, Customer Satisfaction, Customer