Browsing by Author "Feysel, Abdo"

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    The Effectof YieldManagement StrategiesonCustomerRetention:TheMediatingRoleof Customers’Perceptionof Fairnessin5-starHotelsinEthiopia
    (A.A.U, 2020-06) Feysel, Abdo; Ethiopia, Legesse(PhD)
    Yield Management strategies:dynamicpricing,capacity management, price discriminationanddurationcontrolare usedinhighratedhotelstooptimizeroom occupancyandinturnprofitability.These strategieswereexaminedextensivelyifthey hadeffectoncustomer retentionviathecustomers’perceptionof fairness.Customers’ perceivedfairnesstowardsyieldmanagementhadbeengiven littleattention;thus,this study examined its mediating effectbetween yield managementstrategies andcustomer retention.Thisstudyadoptedquantitativeresearchapproachfortheinvestigationthrough questionnairesofvalidmeasureandinterviewswithmanagersof5-starhotelsinEthiopia andtheircorresponding customers.Thisstudyutilizedsimpleandmultipleregression researchanalysistechniquesandPROCESSmacroforSPSSandpresentsfindingsinthe topic.Andtheresearchfindingsreveal thattheapplicationoftheaboveyield managementstrategieshassignificanteffectoncustomerretention viacustomer’s perceived fairness.Managers’ decision makingand theirflexibility in the application of theyieldmanagementstrategieswasalsofoundtobeindispensableinmaintaininglasting relationshipswiththeircustomers.Customers’perceivedfairnessfullymediatesduration controlandcustomerretention.Andrecommendationsweremadeforhotelstorationally integratetheiryieldmanagement strategieswithcustomerrelationshipmanagement