September 29, 2025 Thesis Open Access

Yeabsra Wendmeneh

DataCite XML Export

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  <identifier identifierType="DOI">10.20372/nadre:19187</identifier>
  <creators>
    <creator>
      <creatorName>Yeabsra Wendmeneh</creatorName>
    </creator>
  </creators>
  <titles>
    <title>The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2025</publicationYear>
  <subjects>
    <subject>Customer Relationship Management, Customer Satisfaction, Market Performance</subject>
  </subjects>
  <dates>
    <date dateType="Issued">2025-09-29</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/19187</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:19186</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/ddu-business-economics</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&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;</description>
  </descriptions>
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