Abstract:
This research was undertaken to assess the practices of Customer Relationship Management in
the case of some selected Jimma Hotels. The hotels to persevere in an increasing competition,
they need to implement Customer Relationship Management. The specific objective of this
study was to know the practices of Customer Relationship Management in the selected Jimma
hotels and to identify challenges facing these hotels. The data was collected from both the
employees including managers and the guests who minimally stay in the rooms of the hotels and
concerned stake-holders. In order to gather the relevant data, three hundred and fifty sample
questionnaires and fifteen unstructured interviews were administered. All these data were
accepted and used as a valid. Gathered data were classified, analyzed, and interpreted. The
descriptive analysis adopted for both Quantitative and Qualitative analysis and arithmetic
analysis and narrative conducted for qualitative data. After analysis, data were formulated in
table, frequency and charts style. Findings illustrated that the hotels were trying to practice
Customer Relationship Management. But many of them faced challenges in effectively
implementing all the known Customer Relationship Management practices. This problem
occurred because of lack of implementing customer relationship management strategies and
lack of knowledge on Customer Relationship Management. The researcher concluded that
Customer Relationship Management practice is an important component because of
incremental impact it has to the market share. The researcher has recommended that the
managers of the hotels understudy should able to conduct sustainable training program for
employees and top management members to develop awareness about Customer Relationship
Management. And managers of the hotels have to attempt for the full implementation of 2
Customer Relationship Management. Because, it has been tested by many researchers that
Customer Relationship management changes the overall performance of the hotels.
