KICHIK BIZNESDA BULUTLI (CLOUD-BASED) CRM TIZIMLARINING JORIY ETILISHI Rasulov Xamidjon Yakubovich Qoʻqon davlat universiteti, “Xalqaro turizm va iqtisodiyot” kafedrasi mudiri

Аннотация

The article analyzes the implementation of cloud CRM (Customer Relationship Management) systems in hotels operating as small business entities, their impact on service quality, customer relations, internal management processes, and competitiveness. The objects of the study were the hotels "Hotel Azia Fergana," "Tantana Hotel Fergana," "Asmald Hotel," "Hotel Terra Nova," "Club-Hotel-777" and "Marmara Hotels" operating in the Fergana region. Using the example of these organizations, based on analysis methods and a case study approach, the situation before and after the implementation of CRM systems was studied. Key words: small business, cloud CRM system, customer relations, hotel services, digital transformation, service quality, automated systems, hotel management, innovative technologies.