GASPRO International Journal of Eminent Scholars

The study investigated the influence of customer relationship management on the patronage of hotels in Akwa Ibom State. The population of this study comprised of all the hotel users in Akwa Ibom state who have at one time or the other made a choice of hotel reservation. The study adopted survey research approach. The main instrument used for the study was a research questionnaire titled “Customer Relationship Management in Hospitality Industry Questionnaire (CRMHIQ). The research instrument was subjected to validity test by the supervisor and other experts in the field of study. The data from this study was first assembled, edited and coded in preparation for analysis. The study required the use of multivariate analysis because it involves more than two variables. With this, the study employed the multiple regression model in analyzing the data. It was concluded that there is significant positive relationship between customer information management and patronage of hotels in Akwa Ibom State. There is significant positive relationship between hotel personnel characteristics and patronage of hotels in Akwa Ibom State. It was therefore recommended that workers should ensure that good and proper attention is given to their guests for continuous patronage.