-The main objective in this thesis is how Serena Hotel could keep retaining their current customer satisfaction and loyalty and simultaneously gain new customers to further improve their profit margins

-To determine the level of customer satisfaction and challenges faced by their customers in order to establish strategies to enhance customer satisfaction

-To deepen the understanding of CRM practices within the hotel industry and provide solutions on how to further help (the department) improve this important practice to sustain current customers loyalty and gain new customers. In this way , the organisations profits would be significantly improved.

-My case will be based on -an in-depth, single case study meaning i will use the HOW form of questioning

-My major source of information will be from internet employees working there,customers, printed books,newspapers,web publications, experts and organisationsetc