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Assessing the effectiveness of customer relationship management (CRM) in the hotels in Pretoria

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dc.contributor.advisor Dhliwayo, S.
dc.contributor.author Madhovi, Previledge Garikai
dc.date.accessioned 2014-08-18T12:28:56Z
dc.date.available 2014-08-18T12:28:56Z
dc.date.issued 2014-06-30
dc.identifier.citation Madhovi, Previledge Garikai (2014) Assessing the effectiveness of customer relationship management (CRM) in the hotels in Pretoria, University of South Africa, Pretoria, <http://hdl.handle.net/10500/13824> en
dc.identifier.uri http://hdl.handle.net/10500/13824
dc.description.abstract This study is set out to assess the effectiveness of customer relationship management (CRM) in the hotel industry. Relying on the integration of several CRM scholars, the study seeks to answer questions about the relationship between CRM and performance. A mixed research method approach was adopted. The research targeted 106 hotels in Pretoria. 47 responses were received from the hotel personnel who answered the questionnaire. The findings of the survey clearly indicate that hotel performance is dependent on CRM, as shown in the variance of performance levels in line with the level of CRM practised by a specific, named hotel. The study further suggests that hotels’ management should continuously embark on various CRM practices in order to improve their performance. Responses will be captured and analysed using the SPSS computer software. The results will be subjected to quantitative data analysis. It is expected that the findings will highlight important implications for hotels and other hospitality and tourism stakeholders in Pretoria and beyond. Stakeholders wishing to improve their understanding of the effectiveness of CRM in hotels will find this study helpful. en
dc.format.extent 1 online resource (xi, 99 leaves) : illustrations, some color
dc.language.iso en en
dc.subject Customer relationship management en
dc.subject Effectiveness of CRM en
dc.subject Hotal performance en
dc.subject Customer satisfaction en
dc.subject Customer loyalty en
dc.subject Levels of CRM en
dc.subject Market share en
dc.subject Profitability en
dc.subject Sales increase and repeat business en
dc.subject.ddc 647.94068
dc.subject.lcsh Customer relations -- South Africa -- Pretoria -- Management
dc.subject.lcsh Hotels -- Customer services -- South Africa -- Pretoria
dc.title Assessing the effectiveness of customer relationship management (CRM) in the hotels in Pretoria en
dc.type Dissertation en
dc.description.department Business Management en
dc.description.degree M. Tech. (Business Administration)


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