Assessment of customer Relationship management strategies used by tourists’ hotel and case study Dar es Salaam

This study looked the assessment of customer relationship management strategies used by tourist’s hotels in Dar es salaam. Specific objectives of the study is to find out which customer relationship strategies used in different hotels in Dar es salaam, to assess the impact of CRM on performance of tourists hotel, to identify challenges facing tourists hotel in Dar es salaam and to identify the most profitable customers by using CRM. Combinations of data collection methods were used and these were observation, interview schedule, and questionnaires. The data was then analyzed qualitatively and quantitatively based on research questions and objectives then the data was presented in form of table, frequency and charts. The study also identifies that the successful CRM strategies can shorten the distance between customers and the organization, contributing to organizational success through customer loyalty, superior service, better information gathering, and organizational learning the hotel industry will retain and maintain the customers. The study recommends that there is need to implements CRM because in achieving the full potential of CRM is the major objective of each tourist hotel in Dar es salaam because it helps the hotels to improve profitability, reduce advertising costs, gain competitive advantage and retain more customers