-In this thesis i want to broaden my knowledge in the academic experience i have had in Facility and Management (accommodation)

-My near term focus is to develop my skills and experiences that i have learned through my internships for future opportunities

-The main objective here 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 major source of information will be from internet, employees working there, printed books,newspapers,web publications, experts and organisationsetc

-I will use content analysis by finding common patterns and differences between my interviewees answers.