Perceived service quality relationship quality and event satisfaction in enhancing customer loyalty a crm analysis in the event management sector

Abstract

This study investigates the role of Customer Relationship Management (CRM) in enhancing customer loyalty within the event management sector in Kerala. With the event industry experiencing rapid growth, both globally and locally, the need to establish strong, lasting customer relationships has become critical. The increased demand for professional event management services emphasizes the importance of understanding customer expectations and ensuring satisfaction. As the industry becomes more competitive, effective CRM strategies can provide a distinct advantage. This research explores the dimensions of CRM, including perceived service quality, relationship quality, and event satisfaction, and their combined effect on customer loyalty. The study focuses on the event management sector, analyzing the perspectives of respondents from various demographic profiles across Kerala. The research utilizes both primary and secondary data sources, collecting primary data through structured surveys from 651 respondents to assess customer perceptions across CRM dimensions. The secondary data includes industry reports and statistics on event management in Kerala. The study employs advanced statistical techniques, including Structural Equation Modeling (SEM) and ANOVA, to analyze the relationships between service quality, relationship quality, event satisfaction, and customer loyalty. Findings reveal that perceived service quality, particularly in responsiveness and empathy, has the strongest influence on customer satisfaction and loyalty. Relationship quality, characterized by trust and commitment, significantly enhances customer retention. Event satisfaction, while positively influencing loyalty, is mediated by the quality of service and relationships. Notably, younger customers exhibit higher loyalty but also a greater likelihood of switching service providers, highlighting the need for personalized services. The study recommends that event management companies focus on enhancing service quality through training programs for staff, investing in user-friendly digital tools, and offering loyalty programs to retain repeat customers. It also suggests implementing referral systems and bundled packages to increase customer engagement and satisfaction. This research contributes to the growing body of knowledge in CRM applications within the event management sector, offering practical insights for businesses to improve their CRM practices and achieve sustained growth.