Assessment Of Customer Relationship Management (Crm) Practice: The Case Of Selected Hotels In Jimma.

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.