Tefera PhD, TamiratEshet, Mulugeta2019-10-262023-11-182019-10-262023-11-182019-06http://etd.aau.edu.et/handle/12345678/19614This research was undertaken to assess the practices of Customer Relationship Management in Five Star Hotels in the case of some selected Five Star Hotels in Addis Ababa. In order hotels to survive in an increasing competition, they need to implement Customer Relationship Management. The research finding indicated that hotels understudy did not yet fully implement Customer Relationship Management. As a result of this they have faced challenges and could not resist stiff competition. The awareness of employees on Customer Relationship Management was found to be minimal. Tourists/customers data were not gathered and compiled properly. Trainings were not conducted in a planned manner. The historical development of Customer Relationship Management showed that Customer Relationship Management developed together with the development of Industries and businesses. Through the process of this development change was an important factor to be considered. Customer Relationship Management started in the early 1970s and became popular in 1990s. The specific objective of this study was to know the practices of Customer Relationship Management in five star rated hotels in Addis Ababa and to identify challenges facing these hotels. The data was collected from both the employees including managers and the guests/tourists who minimally stay in the rooms of the hotels and concerned stake-holders. In order to gather the relevant data, three hundred and forty eight sample questionnaires and nine unstructured interviews were administered. All these data were accepted and used as a valid. Gathered data were classified, analyzed, and interpreted. The descriptive analysis adopted for both Quantitative and Qualitative analysis and thematic analysis and narrative conducted for qualitative data. After analysis, data were formulated in table, frequency and charts style. Findings illustrated that most of the hotels were trying to practice Customer Relationship Management. But many of them faced challenges in effectively implementing all the known Customer Relationship Management practices. This problem occurred because of lack of implementing customer relationship management strategies and lack of knowledge on Customer Relationship Management. The researcher concluded that Customer Relationship Management practice is an important component because of incremental impact it has to the market share. The researcher has recommended that the managers of the hotels understudy should able to conduct sustainable training program for employees and top management members to develop awareness about Customer Relationship Management. And managers of the hotels have to strive for the full implementation of Customer Relationship Management. Because, it has been tested by many researchers that Customer Relationship management changes the overall performance of the hotels.enCRMHotelHospitality IndustryICTCEMThesis