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THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP …

African Journal of Marketing Management Vol. 4(1), pp. 17-29, January 2012 Available online at DOI: ISSN 2141-2421 2012 Academic Journals Full Length Research Paper The IMPACT of EFFECTIVE CUSTOMER RELATIONSHIP management (CRM) on repurchase: A case study of (GOLDEN TULIP) hotel (ACCRA-GHANA) George K. Amoako*, Emmanuel Arthur, Christiana Bandoh and Rachel Kafui Katah Department of Marketing, Central Business School Central University College, P. O. Box 2305, Tema, Ghana. Accepted 28 November, 2011 The purpose of this study was to determine the IMPACT of CUSTOMER RELATIONSHIP Management (CRM) on CUSTOMER loyalty in the hotel industry. The study was conducted at the Golden Tulip hotel, Accra. The objectives of the study were to determine if (CRM) has an IMPACT on CUSTOMER loyalty, to determine if the practice of EFFECTIVE CRM in organisations leads to a long or short term financial IMPACT , to find out the extent or degree to which EFFECTIVE CRM leads to CUSTOMER satisfaction and to assess if the services provided by the hotel meets the needs and wants of customers.

Key words: Customer relationship management, customer loyalty, hospitality industry, Ghana, repurchase. INTRODUCTION Customer satisfaction is a business philosophy which tends to the creation of value for customers, anticipating and managing their expectations, and demonstrating ability and responsibility to satisfy their needs, (Dominici

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