An Evaluation of Relationship Marketing Strategies for Customer Retention in the Hospitality Industry in Ghana- a Case Study of Silicon Hotel and Conference Centre, Kumasi

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The study was conducted to identify critical factors necessary for customer retention in relationship marketing in the hotel businesses in Ghana and to develop effective relationship marketing strategies to manage customer retention for sustainability within hotel business with Silicon Hotel and Conference Centre as the case study. Questionnaire and oral interview were the methods adopted for the investigation of the study. To determine this, a small size of 25 respondents was considered while a general interview, and questionnaires was administered and considered the managers and customers of the hotel through examination of the relationship marketing variables of the hospitality industry. Completed questionnaires were grouped into frequency tables and expressed in percentages, while interpretation is dependent on the samples of the variables. We understand from the study that most hotels in Kumasi, Ghana do not practice customer retention in relationship marketing with their customers. This lack of awareness of customer retention in relationship building, enhancement and maintenance has affected relationship marketing strategies of hotels. Critical factors necessary for customer retention such as service quality, customer satisfaction measurement and analysis, customer complaints handling and loyalty programme initiative were identified.
A thesis submittted to the KNUST School of Business, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfillment for the award of Master of Business Administration, 2008