1 the Effect of Customer Relationship Management on Organisational Performance Case Study: Kampala Sheraton Hotel

Abstract

The study intended to assess the effect of customer relationship management on organisational performance a case study of Kampala Sheraton Hotel and was guided by a number of objectives namely; to determine the effect of customer satisfaction on organizational performance, to examine the effect of customer recognition on organizational performance and to determine the effect of customer retention on organizational performance.

The study took a case study design where both qualitative and quantitative data was used and a sample size of 36 respondents was used in the study. The study used both primary and secondary data with the aid of questionnaires and documentary reviews and secondary data was obtained from different articles and texts written by scholars and is cited in my literature review.

Findings from the research revealed that customer relationship management has a positive effect on organizational performance and this is indicated by positive correlations between customer relationship management variables and organizational performance.

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