The Assessment of Customer Relationship Management (The Case of Land Mark International Hotel, Gondar Town, Ethiopia)

Abstract

CRM is a sound business strategy to identify the hotel more profitable by devoting time and attention to expand account relationships with customers through individualized marketing, re-pricing, discretionary decision making and customized service. It is more applicable in service industries for its importance is well established with the activities. In the present hotel management scenario, the CRM applications have been tremendously increased and found by many researchers that certain practices attract customers. The objective of the study is to assess customer relationship management practices of land mark hotel. The study examines the aspect of customer relationship management like trust, commitment, conflict handling, value empathy and customer loyalty. For the achievement of the objective of study the researcher used 101 respondents. The study uses both explanatory and descriptive study designs from primary and secondary sources collected by interview and questionnaires distributed to manager, customers and employees. Secondary source of data is used from organization documents. The data that is gathered from customers, employees, and managers of the organization through convenience sampling technique has been presented and analyzed through tabular form. Finally, the findings show that there is customer relationship management practice but yet to be applied completely. The researchers recommend that the hotel must improve the quality of services in association with the latest information technology and connect the services to customer satisfaction.