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 & 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 knowledge.
