ABSTRACT
This article examines the impact of information systems on customer relationship marketing in the hotel industry during COVID-19. A structured questionnaire was developed to gather data from users connected with the hotel industry in Delhi/ NCR associated with HAI for the study. The research design used for the study is quantitative data analysis that was helpful in the collection of deep and trustworthy data in the field. Regression analyses has been employed to measure the relationships and impact among the dependent and independent variables. The findings of this study provide significant insight for the planners and marketers in the hotel industry into the benefits of information systems usage in customer relationship marketing during COVID-19. The study contributes to institutional theory and customer utility theory.