Ethiopia, Legesse(PhD)Feysel, 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 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 strategieswithcustomerrelationshipmanagementenCapacityManagementDynamic PricingDuration ControlPriceDiscriminationThesis