NRU :: Browsing by Author "Ruqqaiya, Naluwooza"

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Customer relationship management technologies, service quality and customer loyalty in the hotel industry in Uganda
(Journal of Management & Administration, 2020) Ngoma, Muhammed; Ruqqaiya, Naluwooza; Bukoma Moya, Musa; Ntale, Peter Dithan
This paper seeks to evaluate the relationship between Customer Relationship Management, service quality and customer loyalty among Uganda's hotels. This was a cross-sectional study design and largely quantitative. A convenience sample of 460 customers was drawn from registered hotels in the Central region of Uganda. With a response rate of 91%, we established significant positive relationships between CRM and service quality; CRM and customer loyalty; service quality and customerloyalty. CRM and service quality predicted 28% of the variance in customer loyalty, with CRM being the most significant predictor. The factors affecting hotel industry may differ from other sectors. Therefore, the findings in this paper may not be generalized in other sectors. Similar studies with relatively larger samples should be carried out in other sectors. From a Ugandan perspective and the East African region at large, there are inadequate studies that emphasize the role of CRM and Service Quality in creating loyal customers in the hospitality industry. This research empirically provides an improved model of how profitable loyal customers can be created.