The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction
Year: 2025
Type: article
Abstract: This study tries to examine the effect of customer relationship management in market performance the mediating role of customer satisfaction in case of five-star hotels in Addis Abeba. The finding of the study revealed that customer satisfaction plays a crucial mediating role in the connection between customer relationships and market performance. When customers are satisfied with their hotel experience, it increases their loyalty to the establishment. This loyalty, in turn, positively influences the hotel's market performance. The study is mainly an explanatory research design and it depends on qualitative and quantitative data collected through self-administered questionnaire. A total of 270 questionnaires were distributed to respondents who were willing to participate in this survey. However, 230 were retrieved for the analysis. The finding of the research showed that Customer relationship management (CRM) plays a crucial role in the market performance of five-star hotels. The mediating role of customer satisfaction further enhances the impact of CRM on overall business success. The researcher recommended that the hotel must implement a comprehensive CRM system. It is recommended that the hotel should invest in CRM system that allows for effective management of customer relationships. This system should enable the collection, analysis, and utilization of customer data to enhance marketing strategies and improve overall market performance
DOI: 10.20372/nadre:19187
Author: Yeabsra Wendmeneh
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7083684533
FWCI:
Cites:
Cited by:
Related to: