Customer Relationship Management and Productivity in Selected Hotels in Nakawa Division, Kampala District Uganda

ABSTRACT

This study established the relationship between customer relationship nanagement and productivity in selected hotels in Nakawa division Kampala, district Jganda. It was guided by four objectives, (i) profile of respondents (ii) extent of ustomer relationship (iii) level of productivity and (iv) whether there was significant ~lationship between the extent of customer relationship management and level of roductivity. A descriptive correlational and cross-sectional survey design was used. ata were collected from 102 respondents using self administered questionnaires on (1) ~ce sheet to gather data on the profile of respondents (2) researcher devi~ecj uestionnaires to determine the extent of customer relationship management and the vel of productivity. Analysis was done using frequencies and percentage distributions, eans and Pearsons linear correlation coefficient. The findings indicated that most of e respondents were males (51%) of age group 20-39 (64%), were relatively educated th university degrees (32%), Diplomas (30%) and masters (12%) respectively. ~jority (55%) had worked between 3-5 years. The extent of customer relationship ~nagement was rated to be good (with overall average mean= 2.71). The level of ductivity was high with (overall mean =2.60). There was a significant correlation tween customer relationship management and productivity (r = 0.582, sig. = 0.000) i the Linear regression results also indicated that customer relationship management dependent variable) contributed over 36% towards variations in level of productivity ~pendent variable) (R2 = 0.360). From these findings the researcher made the owing recommendations i) There is a need to improve on how the hotels actively ponds on customers enquires of their services ,ii) there is a need to change on the rketing patterns for the target customers and become capable of using computer Lem to categorize targeted markets, iii) the hotels should provide product services are accessible to consumers whenever needed iv) the hotels should provide uices that are safe and reliable and v) keep share holders informed of the latest elopment.