Hotel and service industry has the characters of labor and capital-concentration basically. And on these days, there are stagflation being spread world-widely, unlimited price.
This study focused what kinds of factors are affecting the Customer Relationship Management performance positive to five stars hotels in Seoul and Pusan recognized the customers as the valuable equity and using CRM System as their internal organizing system. And, based on the selected factors affecting positive CRM performance, this study tried figure out whether these factors make the role to form customer equity value management capability inside of hotel staffs even consciously or unconsciously. Also, it tried to represent that this customer equity value management capability formed and then up-graded by CRM system using for customer service comes forward in good customer and financial performance and customer participate as the expected result of CRM operation in the hotels.