A Study On Creating A Competitive Advantage At Namibia Wildlife Resorts Through Customer Relationship Management

ABSTRACT

This study focused on examining the creation of competitive advantage at Namibia Wildlife Resorts through customer relationship management. The purpose of this proposed study is to investigate the extent to which the practice of customer care relationships contributes to occupancy levels in the travel and tourism industry with specific reference to Namibia Wildlife Resorts. The overall objective of the proposed study is to understand how customer relationship management strategy, as a marketing intervention, can be used to maintain and create relationships in order to improve occupancy. Specifically, the study aims to investigate the impact of customer relationship management and occupancy in the travel and tourism industry, particularly NWR. The study also aims to find out the perception of NWR management and staff on how they see the relationship between CRM and occupancy. The research adopted the qualitative approach and is explorative in nature. Collected data was analyzed by reading through the interviews and discussion transcripts and identifying main themes that emerged. The researcher also looked at similarities and differences in different sets of data to see what different groups or key informants have said. All in all, the information collected was summarized and synthesized to obtain the results of the study.