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An Empirical Assessment of the Impact of Entrepreneurial Customer Relationship Management Skills on Customer Satisfaction in Hospitality Industry in Damaturu

IJEBSM | Published: July 7, 2026 | Vol. 2 Issue 3 | ISSN: 3139-0919
Yakubu Salisu1✉,
Ahmed Ibrahim Karage1
1 Department of Business Administration, Yobe State University Damaturu, Yobe State Nigeria.
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Abstract

The study evaluated the influence of customer relations on customer satisfaction in hospitality industry in Damaturu. This research used a survey method to study analyze the importance of customer relations on customer satisfaction in hospitality industry in Damaturu. The sample size for this study is 225 respondents from 5 hotels located within vicinity of the study area. Questionnaires were administered on these respondent using personal delivery and collection strategy. The findings revealed that there is a strong positive relationship between all the dimension of customer relationship management (CRM) such as service, quality, service features and access to services. The study suggested that CRM strategies (service, quality, service feature and staff attitude) practices by hotels in Damaturu should not be consider as the only key to success except other component of CRM are considered and empirically tested. Nevertheless, the study concluded that regardless of differences in customer expectation, customized customer service and products quality and feature as well as the behavior of employees are essential for successful and effective CRM that will ensure sustainable customer satisfaction and organizational growth and development. Thus, hotel firms cannot continue to overlook the raison d’etre of CRM strategies which are here stay.
Keywords: Service quality, Access to service, Service Feature, Customer satisfaction.

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🔓 Open Access | Published by IR Publishing Group. This article is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

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