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The main objective of this research was to examine the influence of CRM on customer satisfaction. The research was focused on three and above three star rated hotels in Amhara Region, Ethiopia. | The effect of customer relationship management on customer satisfaction empirical evidence from star rated hotels in Amhara Region Ethiopia International Journal of Management IJM Volume 11 Issue 5 May 2020 pp. 550-567 Article ID IJM_11_05_050 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 11 amp IType 5 Journal Impact Factor 2020 10.1471 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 DOI 10.34218 IJM.11.5.2020.050 IAEME Publication Scopus Indexed THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION EMPIRICAL EVIDENCE FROM STAR RATED HOTELS IN AMHARA REGION ETHIOPIA Simachew Zeleke Ph.D Scholar School of Management Studies Jawaharlal Nehru Technological University - JNTU Hyderabad Telangana India Dr. A. Prabhu Kumar Professor amp Director School of Management Studies Jawaharlal Nehru Technological University - JNTU Hyderabad Telangana India Corresponding Author Email simachewzele@gmail.com ABSTRACT As far as customers are the means of the existence of business organizations customer relationship management is the exclusive weapon to win customers confidence and keep sustainable competitive advantage. CRM implementation in the hotel industry is an ongoing phenomenon as long as there is tough competition in the industry. The main objective of this research was to examine the influence of CRM on customer satisfaction. The research was focused on three and above three star rated hotels in Amhara Region Ethiopia. The basic drive force of the researcher in this particular area was that the region has tremendous tourism destination in which hospitality business accompaniments required. Therefore CRM issue and customer satisfaction in the hotel industry was an agenda for the researcher. Self-administered questionnaire in the form of 5 point Likert scale was the primary data collection instrument. 260 Hotel guests who stayed in the hotel at least one night and more during data collection had
