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.
Description:
A THESIS IN THE DEPARTMENT OF CATERING AND HOSPITALITY,
SCHOOL OF CATERING AND HOSPITALITY EDUCATION SUBMITTED TO
THE SCHOOL OF GRADUATE STUDIES IN PARTIAL FULFILMENT
OF THE REQUIREMENTS FOR THE AWARD OF THE M.TECH CATERING
AND HOSPITALITY IN THE UNIVERSITY OF EDUCATION, WINNEBA
SEPTEMBER, 2020