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Customer Relationship Management Practices (CRM) and Guest Retention

Name: Customer Relationship Management Practices (CRM) and Guest Retention
Brand: LAP LAMBERT Academic Publishing
SKU: 36936734
Price: 25432 HUF
Availability: InStock
Author: Weru Ngacha
ISBN: 9786202798488

Weru Ngacha

Language

English

Book Paperback

Libristo code: 36936734

Publishers LAP LAMBERT Academic Publishing, August 2020

The main purpose of this study was to carry out an assessment on customer relationship management in... Full description

Libristo code: 36936734

170 b

25 432 Ft

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The main purpose of this study was to carry out an assessment on customer relationship management in Hotel Industry in context of African countries and the effect this have on customer retention. Tourism and hospitality continue to gain impetus in these countries owing to the contribution to the economic development. The findings indicated that CRM practices have a significant effect on customer retention in hotels. However, the hotels in the region needed improvements relating to IT platforms supporting CRM strategy, enhanced staff management including empowering and training of staff on communication and service skills, improving service processes and pricing services appropriately to match customer value perceptions.