September 29, 2025 Thesis Open Access

Yeabsra Wendmeneh

DCAT Export

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        <foaf:name>Yeabsra Wendmeneh</foaf:name>
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    <dct:title>The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction</dct:title>
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    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#gYear">2025</dct:issued>
    <dcat:keyword>Customer Relationship Management, Customer Satisfaction, Market Performance</dcat:keyword>
    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#date">2025-09-29</dct:issued>
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    <dct:description>&lt;p&gt;This study tries to examine the effect of customer relationship management in market&lt;br&gt; performance the mediating role of customer satisfaction in case of five-star hotels in Addis&lt;br&gt; Abeba. The finding of the study revealed that customer satisfaction plays a crucial mediating&lt;br&gt; role in the connection between customer relationships and market performance. When customers&lt;br&gt; are satisfied with their hotel experience, it increases their loyalty to the establishment. This&lt;br&gt; loyalty, in turn, positively influences the hotel&amp;#39;s market performance. The study is mainly an&lt;br&gt; explanatory research design and it depends on qualitative and quantitative data collected&lt;br&gt; through self-administered questionnaire. A total of 270 questionnaires were distributed to&lt;br&gt; respondents who were willing to participate in this survey. However, 230 were retrieved for the&lt;br&gt; analysis. The finding of the research showed that Customer relationship management (CRM)&lt;br&gt; plays a crucial role in the market performance of five-star hotels. The mediating role of customer&lt;br&gt; satisfaction further enhances the impact of CRM on overall business success. The researcher&lt;br&gt; recommended that the hotel must implement a comprehensive CRM system. It is recommended&lt;br&gt; that the hotel should invest in CRM system that allows for effective management of customer&lt;br&gt; relationships. This system should enable the collection, analysis, and utilization of customer data&lt;br&gt; to enhance marketing strategies and improve overall market performance&lt;/p&gt;</dct:description>
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