The impact of effective customer relationship management (CRM) on repurchase: A case study of (GOLDEN TULIP) hotel (ACCRA-GHANA)

George Kofi Amoako · Emmanuel Arthur · B Christiana · Oh · Rachel Kafui Katah

36 citations0/0 files storedAfrican Journal of Marketing Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

The purpose of this study was to determine the impact of Customer Relationship Management (CRM) on customer loyalty in the hotel industry. The study was conducted at the Golden Tulip hotel, Accra. The objectives of the study were to determine if (CRM) has an impact on customer loyalty, to determine if the practice of effective CRM in organisations leads to a long or short term financial impact, to find out the extent or degree to which effective CRM leads to customer satisfaction and to assess if the services provided by the hotel meets the needs and wants of customers. Questionnaires were administered to both individual and corporate clients of the hotel and the result of this was analyzed. The results showed that 46.3% of the respondents were females whilst 53.3% were males. Most of the respondents had heard about the hotel from newspaper advertisements (40%) and referrals from people who had used the hotel (30%). 80% of the respondents were willing to refer to the services of the hotel to other people whilst 90% of them were satisfied with the services at the hotel. The accommodation and catering facilities were mostly patronized. The perception among respondents about the hotel was good since they gave a positive review of the services. Most of the respondents agreed that they would come back to the hotel. The corporate clients were also satisfied with the services provided at the hotel with 20% having used the hotel for up to 4 years. The corporate clients said they would use the facility again, thus, customer loyalty existed among these clients as well as, the individual clients. It is recommended that the hotel improves the cooling system in the conference room and provide better business centre facilities to attract more customers. Key words: Customer relationship management, customer loyalty, hospitality industry, Ghana, repurchase.

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References

1990Delivering Quality Service 2000Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations 2001Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry 2004Integrated Marketing Communications 2000Accelerating Customer Relationships: Using Crm and Relationship Technologies 1992A Strategy for Customer Satisfaction 2006Customer relationship management: Finding value drivers 1988Key Factors in Guest Satisfaction

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2023Commitment, trust, relative dependence, and customer loyalty in the B2B setting: the role of customer satisfaction 2019Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

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