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>", 
  "license": "http://www.opendefinition.org/licenses/cc-by", 
  "creator": [
    {
      "@type": "Person", 
      "name": "Yeabsra Wendmeneh"
    }
  ], 
  "headline": "The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2025-09-29", 
  "url": "https://nadre.ethernet.edu.et/record/19187", 
  "keywords": [
    "Customer Relationship Management, Customer Satisfaction, Market Performance"
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.20372/nadre:19187", 
  "@id": "https://doi.org/10.20372/nadre:19187", 
  "@type": "ScholarlyArticle", 
  "name": "The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction"
}