THE EFFECT OF CUSTOMER RELATIONSHIP MARKETING ON THE PERFORMANCE OF HOTELS IN KOGI STATE (A STUDY OF J. BROWSON HOTEL)

This study investigates the effect of customer relationship marketing (CRM) on the performance of hotels in Kogi State, with a specific focus on J. Browson Hotel. As competition in the hospitality industry intensifies, hotels increasingly adopt CRM strategies to foster long-term customer loyalty and improve organizational performance. The study examines how various CRM dimensions—such as customer satisfaction, personalized services, communication effectiveness, and customer retention—impact the overall performance of hotels in terms of profitability, customer patronage, and market share. Using a descriptive survey design, data were collected through structured questionnaires administered to both staff and customers of J. Browson Hotel. The responses were analyzed using statistical tools including frequency tables, percentages, and regression analysis. The findings reveal a significant positive relationship between effective customer relationship marketing and hotel performance. Specifically, consistent communication, prompt service delivery, and personalized guest experiences were identified as key drivers of customer loyalty and repeat patronage. The study concludes that hotels that prioritize customer relationship marketing experience better operational outcomes and competitive advantage. It recommends that hotel managers in Kogi State should invest in CRM training for staff, leverage technology to track customer preferences, and continuously adapt their services to meet changing customer expectations. This research contributes to the growing body of knowledge on CRM in the Nigerian hospitality sector and provides practical insights for enhancing customer satisfaction and business sustainability.