ABSTRACT

This study established the relations between customer relations management and level of productivity in selected hotels in selected divisions in Nakawa Kampala, central Uganda. The study was guided by four objectives, (i) profile of respondents (ii) extent of customer relations (iii)) level of productivity and (iv) whether there was significant relationship in the extent of customer relations and level of productivity in selected hotels in selected divisions in Nakawa Kampala, central Uganda. A survey design was used specifically descriptive correlation and descriptive comparative. Data were collected from 109 respondents using self-administered questionnaires as the key data collection instruments. The findings revealed that customer relations was very high, high level of business productivity, no significant difference between customer relations and level of productivity and no significant relationship between customer relations and level of productivity was established, accepting the Null hypothesis. From the above findings appropriate conclusions, recommendations and areas for further research were made. Conclusions were made regarding various research objectives (i) on profile of respondents, majority were of age group 20-39 (61%), Gender (67%) male and (33%) female, (84%) of respondents were married, (80%) of respondents had university degrees, and 61% of respondents had working experience of above 8 years. (ii) Very high customer relations strategies were used according to respondents (mean 3.70) (iii) High level of Business productivity was established (mean 3.67), (iv) no significance difference (F 0.637, sig. = 0.811), (v) no significant relationship between customer relations and productivity was established (r 0.280, sig. = 0.033) and regression indicated by a high Adjusted R2 of 0.048 was established, recommendations based on the findings were that, selected hotels should; (i) develop marketing plans, (ii) improve branding, (iii)develop proper packaging (ix) improve marketing communications (v) segment and target markets (vi) improve on their distribution strategy, (vii) improve product strategy management, (viii) innovativeness and creativity be improved (ix) carry out marketing research (x) improve on completive intelligence (xi) develop quality products and services (xii) and establish good relationships with customers. Areas of further research were suggested as impact of new marketing communications 5 technologies (ICTS) on communication effectiveness, further research on branding and level of productivity was also suggested.