The Impact of Customer Relationship Management on Customer Loyalty in Three and Four Star Hotels in Nairobi City County
Date
2021
Authors
Mufwolobo, Bonface Mmuka
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
The impact of customer relationship management on customer loyalty in three and four star hotels in Nairobi city county is a study that was conducted to three star hotels and four star hotels in Nairobi between July and August of 2021 on 35 hotels in that category. The ajor objective was to get the significance of customer relationship management, using CRM to build strong lasting relationships with customers and using CRM as a means getting many customers. 22 hotels responded to our questionnaire out of the possible 35. 50% of the respondents indicate that there hotels build relationships with new customers, 59% identify customer preferences and try to serve them based on that, 68% have not invested in any technology or software to track the customer information and 49% of the managers did very little in training staff and helping them with them achieving CRM and 72% of the respondents indicated that they had classified their customers in different segments in order to have an easy way of serving their needs which they should do and managers need to take charge of CRM.
Description
A Research Project Proposal submitted in partial fulfilment of the requirements for the degree of Bachelor of Science in Hospitality Management