Ethiopia LegesseFeysel Abdo2020-10-142023-11-042020-10-142023-11-042020-06http://etd.aau.edu.et/handle/123456789/22720AThesisSubmittedtoAddisAbabaUniversityCollegeofBusinessand Economics,GraduateStudiesinPartialFulfillmentoftheRequirements fortheDegreeofMasterofBusinessAdministration,Specializationin ManagementYield Management strategies:dynamicpricing,capacity management, price discriminationanddurationcontrolare usedinhighratedhotelstooptimizeroom occupancyandinturnprofitability.These rategieswereexaminedextensivelyif they hadeffectoncustomer retentionviathecustomers’perceptionof irness.Customers’perceivedfairnesstowardsyieldmanagementhadbeengiven littleattention;thus,this study examined its mediating effectbetween yield managementstrategies andcustomer etention.Thisstudyadoptedquantitativeresearchapproachfortheinvestigationthrough questionnairesofvalidmeasureandinterviewswithmanagersof5-starhotelsinEthiopia andtheircorresponding stomers.Thisstudyutilizedsimpleandmultipleregression researchanalysistechniquesandPROCESSmacroforSPSSandpresentsfindingsinthe topic.Andtheresearchfindingsreveal thattheapplicationoftheaboveyield managementstrategieshassignificanteffectoncustomerretention viacustomer’s perceived fairness.Managers’ decision makingand theirflexibility in the application of heyieldmanagementstrategieswasalsofoundtobeindispensableinmaintaininglasting lationshipswiththeircustomers.Customers’perceivedfairnessfullymediatesduration controlandcustomerretention.Andrecommendationsweremadeforhotelstorationallyintegratetheiryieldmanagement strategieswithcustomerrelationshipmanagementenCapacityManagementDynamic PricingDuration ControlPriceDiscriminationThesis