Business and Management Dissertation

However, an effective group of personnel helps in generating positive impact over customer relationship management as it empower them to gain increased level of customer loyalty towards brand that improves firm's overall productivity ratio (CHEN, GUO and SHI, 2015). Additionally, if the hotel staff will be impressive then the recruitment strategy will assist organisation to build a better relationship with society or consumer. This fact reflects that good recruitment helps in enrichment of brand value among competitors in an amended style.

Present research is based upon the Beaverbrook Hotel which carrying the renowned brand image in the field of hospitality sector. This hotel was founded in 1866 with carrying various innovative concept to retain the customer interest in longer way. In this dissertation, the research is undertaken by preparing the aim and objectives of the topic and then conducting the literature reviews and choosing the methodology to carry the research work in right manner. With respect to this research it is based on Beaverbrook Hotel which is one of the reputed and branded hotels within UK & was set up in year 1866. The current project will involve formulation of project aim, objective, questions. In the end, selection of different methods of research and reviewing of literature will take place in order to complete the research in successful manner. Ask for assignment help from our experts!

Research aim:

The aim of conducting this dissertation is to identify the impact of recruitment strategies on managing the customer relationship management at Beaverbrook Hotel.

Research Objectives:

• To study the concept of recruitment and Customer Relationship Management
• To identify the impact of recruitment on Customer Relationship Management function of Beaverbrook Hotel.
• To examine the challenges which Beaverbrook Hotel face while managing customer relationship.
• To recommend the best ways which is adapted by the Beaverbrook Hotel in respect of managing the recruitment on Customer Relationship Management.

Research Question:

• What do you mean by the concept of recruitment and Customer Relationship Management?
• What is the impact of recruitment on Customer Relationship Management function of Beaverbrook Hotel?
• What are the challenges which Beaverbrook Hotel face while managing customer relationship?

Personal Rationale:

The main reason behind conducting this study is to understand or examine the importance and impact of recruitment on customer relationship management of Beaverbrook Hotel. However, within the current market situation, there is a big rivalry between companies which poses great challenges over managers of hotel in terms of managing or handling the business activities in effective way. However, when an organisation contains extremely skilled or potential personnel then they are more productive and competitive. Thus, this will help management to gain innovative and creative ideas and thoughts for increasing the profit in much effective and better manner. Moreover, this study will help researcher to analyse the relationship between recruitment and customer relationship management.

Along with this, investigator will be able to explore the aspect that combination of both recruitment and CRM help hotel to develop positive or healthy working environment within the workplace. Due to which, it lead administration to control over the issue of misunderstanding, confusion, conflict of inters, disputes in an amended manner and can enhance the market share or size. Furthermore, with the assistance of this investigation, it is helpful for investigator to grasp significant resources which is available within marketplace and along with this they can also separate and address changes in suitable and critical way. In addition to this, by executing this study, investigator will able to examine various benefits which an impressive recruitment process could have over customer relationship management. The another reason for the selection of recruitment and CRM is the benefit which it provides of empowering establishment for identifying current or upcoming market trend as well as consumer taste or preference.

Also, this help hotel to take corrective course of action in case their brand is in competitive position and also assist the hotel to fulfil the requirements of customer in a satisfactory manner. Additionally, this research will assist researcher to determine several challenges which the hotel can come across at time of managing customer relation within functional unit. Hence, for this proper use of appropriate action need to be taken by hotel to improve its sales and to acquire better position among competitors. Thus, due to such wide range of scope regarding recruitment on CRM encouraged or motivate researcher to conduct this particular study which in result help them to gain in deeper understanding of topic for attaining long term goal in a desired time frame without any obstacles.

The reason behind choosing this topic is that most of the companies carry the different recruitment strategies to choose the right candidates to attain the task. Thus, due to changes in time, the needs of skilled and trained person are also arising. In such aspects, it is interesting to know the companies strategies regarding enhancing the customer needs in better way. The researcher finds this topic interesting as lot of authors had already gathered the information, thus researcher can take helps from the researcher to collect new information. Thus, researcher find it less expensive to gather the information which is relevant to the research topic.

Industry rationale:

The reason behind choosing this topic now is that skilled and experienced person are required in the business who build strong links with customer. Thus, the reviews of authors and information presented by them helps in gathering the more relevant information. In such aspect the data which is presented by the other authors, helps the researcher in interpreting the information and presenting it to provide the unique information. With the analysis of different data it was clear that whole hospitality industry is making use of CRM. This is shown with the fact that almost 2500 hotels and restaurant are using the CRM. With the use of CRM the profits of whole hospitality industry raised by almost 25 million. Also the recruitment within the hospitality industry after the use of CRM increased by almost 40 %. In respect of adapting the equality procedure in hospitality sector, it is recorded that around 31,000 people are employed in hospitality sector in particular city, which results in contributing 9% of the profits in building workforces in business. As per the data gathered from the year 2020, it results in increasing the travel and tourism accounts by 10.2% of the total GDP rate. By undertaking the growth opportunities in business, they estimated that in 2025, they improve the hospitality sector by 25% which results in needing $4.5 trillion to improve the growth opportunities through recruiting more people in this field.

Literature Review

It refers to the survey which is conducted through gathering information from secondary sources. The information which are to be gathered must be from relevant document such as from articles, newspaper, books or any document which is published by the government regarding suggesting any particular thing relevant to the research topic (Akhtar, 2017). In this chapter, the information is taken by the authors who presented various views relevant to the particular theme.

Concept of recruitment and Customer Relationship Management

Buttle and Maklan (2019) stated that the concept relating to recruitment refers to hiring the right employees for the company to fill the post or any vacant position in the business. This procedure is mainly adapted by the HR department or manager of the company to recruiting the efficient and trained person to handle the work in right manner. This is mainly adapted through the job position, where the capable candidates applied for the job and then carries various recruiting procedure such as analysing the skills to present the thoughts and also selecting them on the bases of carrying the adequate knowledge.

Wali and Andy-Wali (2018) argued that the recruitment procedure which is attained by the business judges the capability of the employees. As most of the companies chooses the procedure through conducting exams in which if they pass the following paper, the person are selected (Alalwan and et.al., 2016). In such perspective, the skills and experience of the person is not considered and selection is undertaken through the examination procedure. Thus, it results in not appropriately getting the skilled and experienced person at work place.

Adikaram and Khatibi (2016) suggested that customer relationship management refers to such technology which is adapted by the business in respect of managing the overall integrity of business with the customer. The importances of doing such things is relating to improving the business relationship with the customer (Customer relationship management, 2020). In respect of hospitality sector, the CRM is necessary in respect of maintaining the customer loyalty at work place and also interacting with customer to resolve the changes which they prefer to attain at such places.

Krishna and Ravi (2016) criticised that this procedure is resulting to major cost expensive, as it require high budget to manage the interest of the customers at work place. As the demand of the customer are changing due to changes in time and thus, it required adequate facility to retain the interest of the customer towards the business (Al-Kassem, 2017). The impact also raised in respect of poor communication if the employees not communicate with the clients clearly or not use the right languages. In such aspects, it results in affecting the interest of the customer through not getting accurate reviews which is raised by them in return of preferring the particular services. want to get Assignment Samples?Talk to our Experts!

As per the views of David Smooke, 2013, in the current scenario, there is high level of competition among companies which directly influence other company's potentiality in obtaining sustainable growth and development. However, for gaining competitive advantage within existing marketplace, a highly skilled and talented human capital is required. This is necessary as they enable firm to determine current and future requirements in order to accomplish sustainable growth and to maintain satisfaction of consumers (Dal Forno and et.al., 2014). Hence, the concept of recruitment relates to the procedure in which hotels takes initiative in order to find, attract and influence and assign the role in at right position with the intention of achieving organisational goal or objective in an impressive and efficacious manner.

In addition to this a good and effective team of human capital assist the hotel in maintaining the working culture. This will result in the building up of a healthy and positive relationship among human power and the consumers (Candidate Relationship Management (the recruiting CRM), 2013). In contrast to this, the aspect of customer relationship management also plays a vital role in hotel sector. This is majorly because of the reason that this is an approach to manage and analyse firm's interaction with potential and new customer for enhancing the brand value of an organisation. In addition to this the term recruitment and customer relationship management is viewed as an essential component in hotel industry. The major reason underlying this fact is that combination of both the division help establishment to bring high level of customer satisfaction. This satisfaction results in empowering the hotel to enlarge its market share or size in an imp

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