The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction

This study tries to examine the effect of customer relationship management in market
performance the mediating role of customer satisfaction in case of five-star hotels in Addis
Abeba. The finding of the study revealed that customer satisfaction plays a crucial mediating
role in the connection between customer relationships and market performance. When customers
are satisfied with their hotel experience, it increases their loyalty to the establishment. This
loyalty, in turn, positively influences the hotel's market performance. The study is mainly an
explanatory research design and it depends on qualitative and quantitative data collected
through self-administered questionnaire. A total of 270 questionnaires were distributed to
respondents who were willing to participate in this survey. However, 230 were retrieved for the
analysis. The finding of the research showed that Customer relationship management (CRM)
plays a crucial role in the market performance of five-star hotels. The mediating role of customer
satisfaction further enhances the impact of CRM on overall business success. The researcher
recommended that the hotel must implement a comprehensive CRM system. It is recommended
that the hotel should invest in CRM system that allows for effective management of customer
relationships. This system should enable the collection, analysis, and utilization of customer data
to enhance marketing strategies and improve overall market performance