Application and Implementation of Customer Relationship Management Practice (CRM) in Hotel Industry Case of Sheraton Addis
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Date
2011-04
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Addis Ababa University
Abstract
With increased globalization, competition, higher customer turnover, growing
customer acquisition costs, and rising customer expectations in today 's competitive word,
CRM is very important for several companies and received an increasing amount of
interest ({//long scholars and practitioners especially in recent years. Some companies have
received immense benefits from their investments in enhancing customer satisfaction and fill the hotel, guests loyalty 'ta the brand reduces the risk 0/ service variability,
alley the development Ara social rapport with the provider, and the customization 0f
senescence l their desires
profitability. Hotels in Ethiopia are no exception. The purpose of this thesis is to
. investigate the application of Customer Relationship Management (CRM) in the local hotel
industry. A case, Sheraton Addis Hotel, is selected for the study. Samples are determined
using a sampling formula and subjects are requested to Fill out a questionnaire. In
addition. with the help of open- ended questions and observation, the researcher extracted
first hand information. Secondary data sources are used to enrich the amount of gathered
instillation ion Till! researcher tried toxin out if CRM is implemented in the form of giving special
services with the help of IT, one-to-one marketing, effective relationship building with
guest, and discovering guest needs and meeting them by giving always new special services
. could be II life saver/or hotel industry Till! results showed that after implementing customer relationship management
(CRM) gluiest satisfaction effected in guests' loyalty and retention. As guest stay longer they
belly more, (and more(equivalently and this pushes lip the wallet share also. Similarly, the hotel
kept owl some costs by retaining existing cyclometers
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