Effects of Customer Relationship Management (CRM) on Marketing Performance (Case study In selected Four Star Hotels In Addis Ababa)

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Addis Ababa University


This research aimed to assess the extent to which four star hotels applied CRM practices across four dimensions (Key customer focus, Knowledge Management, CRM Organization & Technology based CRM) and it’s Impact on marketing performance. Both quantitative and qualitative research approach were implemented. Selected 3 four star hotels were selected by using simple random sampling out of the total of 21 four star hotels in Addis Ababa. Data were collected through a five points Likert scales of close ended questionnaire and in addition open ended questionnaire were distributed in person to 228 respondents in which they were selected purposively. Out of these respondents, a total of 208(92%) respondents completed and returned the questionnaire. The data was coded and analyzed using SPSS V-20statistical tools such as descriptive statistics, Pearson correlation analysis, and multiple regression analysis. Correlation analysis revealed the relationship between CRM and market performance while multiple regression analysis revealed the influence of CRM dimensions on marketing performance. The findings of the study revealed that those independents variables; key customer focus, knowledge management, CRM organization and technology based CRM have positive and a significant relationship with a dependent variable; marketing performance



Customer Relationship Management, Key customer focus, Customer knowledge Management