An assessment of customer relationship management practices of some selected hotels in the Wa Municipality

Abstract

The hotel industry today is going through an upsurge in globalization, an increase level of client turn over as well as competition. The study sought to assess the customer relationship management practices of some selected hotels in the Wa municipality of Ghana. The study employed a qualitative research to assess the customer relationship management practices of the selected hotels in Wa Municipality with this, the semi structured interview was adapted to collected primary data and many articles, books etc were consulted for secondary information. 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. The second part also discusses and analyses the various customer relationship management practices of the selected hotels in the municipality of Wa. The study sought to find the customer relationship management practices that were practiced in the understudied hotels and to assess its efficiency on the performance of the hotels and the extent to which these customer relationship management practices are able to influence repeated visits at the various hotels. 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, enhancing the competiveness and retention of key customers depends to a larger extent dependent on the kind of training or in service training that are given to staff of the hotels. In the case where they are not given any formal training to aid them undertake their responsibilities dutifully therefore, in service training for newly recruited employees and old employees must be done to equip them with current trends and how to retain customer especially key and non-key customers alike.