ASSESSMENT OF CUSTOMER RELATIONSHIP MANAGEMENT IN A CASE OF ABBA KUBSA HOTEL IN WOLISO TOWN

Abstract

The study was conducted on the assessment of customer relationship management on Abba Kubsa hotel. Customer relationship management is the subjective comparison that customer make between the customer of the service that they expect to receive and what they actually get. Customer satisfaction is an overall customer attitude towards a service provider or an emotional reaction to the difference what customer expectation and what they receive regarding the fulfillment of some needs or desire. The general objective of the study was to assess customer relationship management dimension in Abba Kubsa hotel to achieve the objective of this study, and data was collected through questionnaire from estimated number of 650 Abba Kubsa hotel customer, 50 employees and 1 manager. The researcher used both primary data collected through questionnaires. The questionnaires were distributed to customers, employees of the hotel and manager of Abba Kubsa hotel. The secondary data were collected through reading books, using internets, magazines, journal and prior studies. Once data are collected the data analyzed by using descriptive like tabulation. Frequency and percentage, the finding of the indicate, customer was more of strongly agreed with assurance dimension of customer relationship management. However, based on the finding of the study, the researcher forwards some recommendation to the hotel management