Impact Of Customer Relationship Management On The Performance Of Hospitality Industry In Nigeria

There has been growing interest in CRM in recent years in business and other fields of study and practice (Balaram & Adhikari, 2010; Becker et al., 2009; Dimitriadis & Steven, 2008; Ozgener & Iraz, 2006). The concept of CRM has grown over the years in explaining loyalty of customers to a particular business. Various studies on CRM have established that the establishment of a good relationship with clients is the mainstay of having loyal customers that bring much business than non-loyal customers (Dowling, 2002).