Customer Relationship Management, Customer Satisfaction and Customer Loyalty at Best Western Plus Atlantic Hotel, Takoradi

Abstract

The important role of customer relationship management (CRM) has been increasingly recognised in the hotel industry across the globe and most specifically the hotel in the developing countries. Hotels encounter several constraints in the day-to-day operations that impede their success of development, including ways of satisfying customers and customer loyalty and retention. Surprisingly, existing studies addressing CRM in hotels is limited. This study contributes to the on-going debate on the subject by examining CRM, customer loyalty and customer satisfaction at Best Western Plus Atlantic Hotel, Takoradi. The analysis was conducted with 150 respondents, who were customers and employees of Best Western Plus Atlantic Hotel in the Sekondi–Takoradi Metropolis in Western Region of Ghana using questionnaires. The results showed that Atlantic Hotel uses personal information to provide customized services, Atlantic Hotel carefully assesses and evaluate customer needs could lead to high customer satisfaction and retention. However, because owners and managers of the hotel lack the requisite knowledge and skills in CRM, they inadvertently fail to meet customer satisfaction. It is highly recommended Hotel managers show commitment to customer needs, attending to customer complaints promptly, have a needs assessment policy and a service performance tool to be graded by customers to help provide better services to customers there by ensuring customer satisfaction and loyalty.