IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
Vol. 1 No.8, 2015

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Customer Involvement Management (CIM) As a Correlate of Customer Retention (CR) in the Hospitality Industry

Ateke, Brown Walter

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Abstract

The nucleus of this study is to investigate the relationship between Customer Involvement Management (CIM) and Customer Retention (CR) in the Hospitality industry. The study collected data from one hundred and forty-five (145) senior managers from eighty-eight (88) luxury hotels in Rivers and Bayelsa States of Nigeria. The data collected was analyzed using the Spearman’s rank order correlation coefficient (rho), relying on the statistical package for social sciences (SPSS) version 17.0. The study discovered a significantly positive correlation between customer involvement management and customer retention through coaching, advising and reporting. Though the relationship between partnering and customer retention is found to be positive, it is insignificant. Consequently, the study concluded that involving the customer in the firm’s value creation and delivery processes is a sure way to develop and maintain long-term mutually beneficial relationship between the customer and the firm; and recommends that firms should institute adequate machineries that will enable the integration of customers in their value creation and delivery processes. And also that, firms should periodically organize consumer fora and other platforms that will enable them to learn the requirements of the consumers and serve them better

keywords:

Advising, Coaching, Customer involvement, Customer retention, Partnering, Reporting.

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