The purpose of this study was to determine the impact of Customer Relationship Management (CRM)\r\non customer loyalty in the hotel industry. The study was conducted at the Golden Tulip hotel, Accra.\r\nThe objectives of the study were to determine if (CRM) has an impact on customer loyalty, to determine\r\nif the practice of effective CRM in organisations leads to a long or short term financial impact, to find\r\nout the extent or degree to which effective CRM leads to customer satisfaction and to assess if the\r\nservices provided by the hotel meets the needs and wants of customers. Questionnaires were\r\nadministered to both individual and corporate clients of the hotel and the result of this was analyzed.\r\nThe results showed that 46.3% of the respondents were females whilst 53.3% were males. Most of the\r\nrespondents had heard about the hotel from newspaper advertisements (40%) and referrals from people\r\nwho had used the hotel (30%). 80% of the respondents were willing to refer to the services of the hotel\r\nto other people whilst 90% of them were satisfied with the services at the hotel. The accommodation\r\nand catering facilities were mostly patronized. The perception among respondents about the hotel was\r\ngood since they gave a positive review of the services. Most of the respondents agreed that they would\r\ncome back to the hotel. The corporate clients were also satisfied with the services provided at the hotel\r\nwith 20% having used the hotel for up to 4 years. The corporate clients said they would use the facility\r\nagain, thus, customer loyalty existed among these clients as well as, the individual clients. It is\r\nrecommended that the hotel improves the cooling system in the conference room and provide better\r\nbusiness centre facilities to attract more customers.
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