TAILIEUCHUNG - Exploring the relationship between determinants of customer relationship management practice

This study is undertaken to examine the determinants of the practice of customer relationship management in the hotel industry in the case of Hawassa City, Ethiopia. The study employed an explanatory research design with quantitative research approach. | Exploring the relationship between determinants of customer relationship management practice International Journal of Management IJM Volume 11 Issue 3 March 2020 pp. 16 27 Article ID IJM_11_03_003 Available online at http ijm JType IJM amp VType 11 amp IType 3 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed EXPLORING THE RELATIONSHIP BETWEEN DETERMINANTS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE Tsegaye Mathewos Mena PhD Scholar Faculty of Management PIMR Parul University Waghodia Vadodara Gujarat India Dr. Bijal Zaveri Dean Faculty of Management PIMR Parul University Waghodia Vadodara Gujarat India Corresponding Author Email tsegemuty@ ABSTRACT Customer Relationship Management CRM is an enterprise strategy that attracts retains and elevates the clients. Proper implementation of this strategy will allow organizations to carry out tasks at a lower cost Bavarsad amp Hosseinipour 2013 . This study is undertaken to examine the determinants of the practice of customer relationship management in the hotel industry in the case of Hawassa City Ethiopia. The study employed an explanatory research design with quantitative research approach. The required data were collected from 257 selected hotel employees by adopting a stratified random sampling technique. The collected data were analyzed using both descriptive statistics frequency percentage mean and standard deviation and inferential statistics employing correlation and multiple linear regressions. The findings of the study indicated that the practice of customer relationship management at four star hotels was found to be moderate. The main determinants that influence customer relationship management practice in the study area were knowledge of customer relationship management customer management process technology for supporting customer relationship management and human resource .

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