Customer Relationship Management Practices (CRM) and Guest Retention - Ngacha, Weru
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The main purpose of this study was to carry out an assessment on customer relationship management in Hotel Industry in context of African countries and the effect this have on customer retention. Tourism and hospitality continue to gain impetus in these countries owing to the contribution to the economic development. The findings indicated that CRM practices have a significant effect on customer retention in hotels. However, the hotels in the region needed improvements relating to IT platforms supporting CRM strategy, enhanced staff management including empowering and training of staff on…mehr

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Produktbeschreibung
The main purpose of this study was to carry out an assessment on customer relationship management in Hotel Industry in context of African countries and the effect this have on customer retention. Tourism and hospitality continue to gain impetus in these countries owing to the contribution to the economic development. The findings indicated that CRM practices have a significant effect on customer retention in hotels. However, the hotels in the region needed improvements relating to IT platforms supporting CRM strategy, enhanced staff management including empowering and training of staff on communication and service skills, improving service processes and pricing services appropriately to match customer value perceptions.
Autorenporträt
El Sr. Weru es profesor adjunto en el área de Gestión de la Hostelería. Titular del BSC. Licenciado en Gestión Hotelera e Institucional (Universidad de Maseno), MBA en Gestión (Universidad de África Oriental, Baraton y Master of Science (Universidad de Kenyatta) y estudiante de doctorado en la Universidad de Tecnología de Murang'a.