The impact of effective implementation of customer relationship management to the success of hotels in Afikpo North local government of Ebonyi State, Nigeria

This study assessed the impact of effective implementation of customer relationship management to the success of hotels in Afikpo North. The researchers formulated three objectives and one hypothesis for the purpose of the study. A total of eighty (80) respondents were sampled for the study. Questionnaire and personal interview were the instruments used for data collection. Relevant data collected were analyzed using simple percentages and Analysis of Variance (ANOVA) was used to test the hypothesis. The findings of the study showed that product customisation, long term relationship, customer loyalty and return on investment were the importance of Customer Relationship Management on hotel establishment. Also, the researcher found out that inspite the above importance of CRM to hotels, there exist factors affecting effective implementation of Customer Relation Management in hotel establishment and made ways forward to the factors. Based on the findings, the researcher concluded that despite the factors affecting CRM, there exist numerous benefits. Therefore the researcher recommended that hotels in Afikpo North should adopt a Customer Relationship Management technique if they want to survive in this dynamic business environment.