SIMEON Baratuaipere Ph.D
Department of Marketing, Niger Delta University
Bayelsa State Nigeria
thesimeons20@gmail.com,
+2348037918891
WILSON Florence Ebitimi
International Institute of Tourism and Hospitality
Yenagoa Bayelsa state
jdphine@gmail.com
Abstract
This study investigated the relationship between consumer relationship management and marketing
performance of firms in the context of the hospitality industry in Yanegoa, Bayelsa State. The study
adopted a quantitative research methodology. The explanatory research design adopted cross sectional
survey to study all the variables under investigation. The population of the study was the ten companies
operating in the hospitality industry in Yanegoa, Bayelsa State. This population was fully studied as
census study. The primary source of data utilised a structured five point likert type scale questionnaire
which was administered to hotel managers and the generated data were analyzed using descriptive and
inferential statistics with the aid of he statistical package for social sciences (SPSS) version 25.0. The
findings of the study is that consumer relationship management and its dimensions, communication and
trust positively and significantly correlate with marketing performance of hospitality firms in Yanegoa,
Bayelsa State. The study concluded that, consumer relationship management significantly improves
marketing performance in a context specific of hospitality industry in Yanegoa, Bayelsa State. We
therefore recommended that, the companies operating in the hospitality industry in Yanegoa Bayelsa State
should make strategic investment on consumer relationship management with focus on communication
and trust building in the industry. This will lead to consumer satisfaction, retention and improve overall
marketing performance of the hospitality industry in Yanegoa, Bayelsa State.
Keywords: communication, consumer relationship management, and marketing performance, and
trust building