September 29, 2025 Thesis Open Access

Yeabsra Wendmeneh

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    "description": "<p>This study tries to examine the effect of customer relationship management in market<br>\nperformance the mediating role of customer satisfaction in case of five-star hotels in Addis<br>\nAbeba. The finding of the study revealed that customer satisfaction plays a crucial mediating<br>\nrole in the connection between customer relationships and market performance. When customers<br>\nare satisfied with their hotel experience, it increases their loyalty to the establishment. This<br>\nloyalty, in turn, positively influences the hotel&#39;s market performance. The study is mainly an<br>\nexplanatory research design and it depends on qualitative and quantitative data collected<br>\nthrough self-administered questionnaire. A total of 270 questionnaires were distributed to<br>\nrespondents who were willing to participate in this survey. However, 230 were retrieved for the<br>\nanalysis. The finding of the research showed that Customer relationship management (CRM)<br>\nplays a crucial role in the market performance of five-star hotels. The mediating role of customer<br>\nsatisfaction further enhances the impact of CRM on overall business success. The researcher<br>\nrecommended that the hotel must implement a comprehensive CRM system. It is recommended<br>\nthat the hotel should invest in CRM system that allows for effective management of customer<br>\nrelationships. This system should enable the collection, analysis, and utilization of customer data<br>\nto enhance marketing strategies and improve overall market performance</p>", 
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    "title": "The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction", 
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