The Effect of Customer Relationship Management on Market Performance: The Mediating Effect Customer Satisfaction

This study tries to examine the effect of customer relationship management in market<br> performance the mediating role of customer satisfaction in case of five-star hotels in Addis<br> Abeba. The finding of the study revealed that customer satisfaction plays a crucial mediating<br> role in the connection between customer relationships and market performance. When customers<br> are satisfied with their hotel experience, it increases their loyalty to the establishment. This<br> loyalty, in turn, positively influences the hotel's market performance. The study is mainly an<br> explanatory research design and it depends on qualitative and quantitative data collected<br> through self-administered questionnaire. A total of 270 questionnaires were distributed to<br> respondents who were willing to participate in this survey. However, 230 were retrieved for the<br> analysis. The finding of the research showed that Customer relationship management (CRM)<br> plays a crucial role in the market performance of five-star hotels. The mediating role of customer<br> satisfaction further enhances the impact of CRM on overall business success. The researcher<br> recommended that the hotel must implement a comprehensive CRM system. It is recommended<br> that the hotel should invest in CRM system that allows for effective management of customer<br> relationships. This system should enable the collection, analysis, and utilization of customer data<br> to enhance marketing strategies and improve overall market performance