Challenges in Integration of СRM Software Solutions in Russiаn Hospitality Industry: Description and Classification

The role of customer relationship management (CRM) software solutions in modern tough competition comes to the forefront. This issue is especially hot for business with a customer-centric approach, where it is crucially important to build strong, long-lasting relationships with clients and make them loyal to a company. However, many companies struggle to implement CRM software solutions properly. That is why, the paper is aimed to obtain knowledge about the challenges and barriers, which arise during the implementation process in Russian hospitality industry and fill the research gap in this field of studies. The bachelor thesis has both business and academic application alike. The studies are conducted using quantitative and qualitative techniques in order to collect different types of data on the same objects, go into details and improve the judgment and their objectivity. The sample of the study consists of small, medium and large hotels in the city of Saint-Petersburg, Russia. After conducting the survey, several interesting trends emerge. Firstly, CRM software solutions are not as widespread as it might seem after a preliminary study of the theory on the topic. Secondly, during the implementation process-related, human-related and technology-related challenges arise practically in equal proportion. However, not all respondents note the presence of any problems. Thirdly, it was discovered that not all hotel workers distinguish between property management systems (PMS) and software solutions such as CRM. All the results obtained in the survey were studied more precisely during in-depth interviews and the possible reasons for these trends were clarified.