An assessment of customer relationship management practices of some selected hotels in the Berekum municipality

Abstract

The main purpose of the study was to assess the customer relationship management practices of some selected hotels in the Beerekum Municipality. The researcher used descriptive research design for the study. This study adopted a qualitative inquiry. The target population was Benrose Hotel, Green Gate and Ahenfie Hotel to enable the researcher assess the CRM practices applied in these hotels. The total target population was 150 respondents. Random sampling techniques were used to select 108 participants for the study. Structured interview guide was used to gather primary data. Descriptive statistics was used to analyse data. The study revealed that the customer relationship management practices performed at the various hotels included customer orientation, knowledge management and technology based customer relationship management practices. However, customer relationship management organization a key part of the customer relationship management including employee training, reward system for performing staff and employment of sales and marketing experts were virtually absent was at these hotels. It was unveiled through the study that these hotels are unable to keep their key customers but rather new customers as a result of their inability to organize their customer relationship well. The study recommended that client based needs assessment must be done on regular basis to be abreast with current trends in the hotel industry and more so ascertain general needs of the various clients who visits the hotel in order to meet their needs accordingly so as to retain customers all the time and the ministry of tourism, arts and creative culture must supervise standardized practices, uniformity and compliance with those practices at various hotels to attract clients both locally and internationally.