Customer Relationship Management and Hospitality Industry in Nigeria

Abstract

This study was set out to investigate Customer Relationship Management and Hospitality Industry in Nigeria, Le Meridien Hotel Limited (Ogeyi Place), Port Harcourt was used as the case study. Quantitative and qualitative data were generated from 565 respondents comprising 214 Employees (General), 246 Customers and 105 Management Staff. The study employed SPSS statistical software packages in the analyses. The finding reveals that, Relationship Building exists as a moderating variable in the CRM-BP relationships of the Nigerian hotel industry companies. This study is equally an attempt to explain the Customer Relationship Management and Hospitality Industry in Nigeria with the help of the ‘gap model’ available in literature which suggests that gaps in service occur at various instances. The study explains that the gap model is a useful tool to explain the militating factors partly. There is more to the militating factors like privacy issues, unwillingness of customers to build a relationship with the service provider and changing tastes and preferences of the customer. Using Le Meridien Hotel Limited (Ogeyi Place), Port Harcourt as a classic example of superior service quality to the customers is appropriate in this study. Some simple measures to reduce the militating factors have been mentioned, which addresses the third research question. The relevant existing theory has been reviewed and the subject has been explored, using the ‘gap model’ (Parasuraman et al 1998) mainly. Based on the research findings and analysis, recommendations have been given to reduce the militating factors at Le Meridien Hotel Limited (Ogeyi Place) and luxury hotels in general. The study recommends that hotel industry companies in today’s business environment must be technologically compliant in order to have competitive edge and build a meaningful and lasting relationship with their customers.