Conditions for Customer Relationship Management (CRM) success in Zimbabwe’s Hospitality sector.

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.