International Journal of Education and Social Science (IJESS)

Tourism plays a crucial role in their economy, serving as a major generator of foreign currency earnings and contributing 9.3% to the country's GDP. Effective travel and tourism policies facilitate the arrival of 10 million international visitors every year. Customer relationship management (CRM) has a profound influence on multiple company sectors, such as the hotel industry, by enhancing customers’ happiness and offering solutions to numerous challenges encountered in the business realm. The connection between CRM and hospitality is in its ability to provide a framework that necessitates the enhancement of staff attributes, enabling them to serve clients with diligence and positive attitudes. Therefore, the objective of this study was to examine the factors that influence customers’ relationship within the hotel business, specifically in the context of beach tourism in Bangladesh. This study employed a descriptive research design. The study employed the purposive sampling method. Both primary and secondary data were utilized. The collection of primary data involved administering a structured questionnaire to 207 Bangladeshi individuals who had previously been in a hotel. The survey method was used, and the participants were asked to rate their experiences using a five-point Likert scale. The data were examined using the SPSS 25.0 version. The regression analysis revealed that service quality, hygienic and cleanness, physical environment, price factor, and safety and security had a significant and positive impact on customers’ relationship in hotel industry in the specific setting of beach tourism in Bangladesh. The study paper will propose recommendations on how to identify and manage influential elements that contribute to establishing and sustaining customer connections within the hotel business in the rising country of Bangladesh.