Customers’ Relationship Management (CRM) System and Organizational Resilience of Luxury Hotels in South-South, Nigeria

Authors: OKPOSUOGU, Amarachi and PROF. P. N. NWINYOKPUGI.

Abstract:
The paper examined the relationship between Customer Relationship Management and Organizational Resilience of luxury hotels in South-South, Nigeria. The study adopted the quasi-experimental research design, taken cognizance of cross sectional survey; hence the study was a correlational study. The population of the study comprised of 60 luxury hotels in South-South, Nigeria. The study sampling elements comprised of 4 management staff of the 60 luxury hotels in South-South, Nigeria which gave a sampling elements of 240. However, due to size of the sample elements, Krejcie and Morgan determination table was employed to derived sample element of 148 from the total sampling elements. Furthermore, due to nature of the target population, the study adopted the census approach by studying all the population. The structured close ended questionnaire was designed on a 4-point Likert scale was used for data collection. The data collected was analysed using both the descriptive statistics and Pearson Product Moment Correlation available in Statistical Package for Social Sciences (SPSS) version 20.0. The findings from data analysis revealed that there is a strong positive and significant correlation with the tested dimensions of Customer Relationship Management and Organizational resilience (Service innovation and Team dedication). Relying on the study empirical findings, we concluded that, there is a strong positive and significant relationship between Customer Relationship Management System and Organizational resilience. Therefore, we recommended that Customer relationship management system be adopted as it’s seen to have strong positive and significant relationship with the measures of organizational resilience (Service innovation and Team dedication).

Keywords: Customer Relationship Management System, Organizational Resilience, Service Innovation and Team dedication

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