Customer relationship management technologies, service quality and customer loyalty in the hotel industry in Uganda
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Management & Administration
Abstract
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.
Description
Keywords
Customer Relationship Management, Service Quality, Customer Loyalty
Citation
Ngoma, M., Ruqqaiya, N., Moya, M. B., & Ntale, P. D. (2020). Customer relationship management technologies, service quality and customer loyalty in the hotel industry in Uganda. Journal of Management & Administration, 2020(2), 19-48.