Abstract:
We investigated the conditions necessary for CRM success in a Hospitality sector that is failing to
retain and attract clients. The main purpose of this study was to establish the potential of CRM in aiding
customer retention in Zimbabwe’s Hospitality sector that has been marred by economic instability and a decade
of political turmoil. Our approach was based on a mixed approach of a quantitative and qualitative dimension.
Results indicate that operational and technological conditions in place for CRM in Zimbabwe’s hospitality
sector are somewhat ineffective potentially due to limited resources for technological advancement and
reluctant management systems to fully practice CRM. The conclusions thereof emphasise on the need to
promote technological integration in the business of the hospitality sector and promote a CRM strategy that
take cognisance of customer needs as a drive towards better business performance in Zimbabwe’s Hospitality
sector.
