AN EVALUATION OF CUSTOMER RELATIONSHIP AND STRATEGIC PLANNING IN SELECTED HOSPITALITY INDUSTRIES IN SOUTH EAST NIGERIA

Abstract: The study interrogates the link between Customer Relationship and Strategic, Planning in selected hotel industries in South-East Nigeria. The study ascertains the relationship between strategic planning on customer relationship in hotel industry, relationship between strategic planning and operations of hotel industry and there is any relationship between customer relations on strategic planning process. The study was carried out the use of survey research method which involved the collection of data mainly by the use of questionnaire; the questionnaire which was developed from the research questions was designed to elicit information regarding the subject matter. It was complemented with interviews and with the aid of simple random sampling. A sample of 178 was deduced from the population of 220 using Taro Yamani'sformular. The study found out that the concept of customer relationship marketing neither has been fully verified, nor empirically assessed to determine the strength of relationship between dimensions of customer relationship marketing in Grand signatory Hotel, Enugu and effective customer relationship marketing give business the ability to personalize and customize relationships with their customer regardless of which employee deals with them at any given time. The study recommended that customer relationship should be highly observed for best practice in hospitality industries and that customer relationship in hospitality industries has to gain way for best practices in global business because of globalization.