The Effectof Yieldmanagement Strategiesoncustomerretentionthemediatingroleof Customersperceptionof Fairnessin5-starhotelsinethiopia
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Yield Management strategies:dynamicpricing,capacity management, pricerndiscriminationanddurationcontrolare usedinhighratedhotelstooptimizeroomrnoccupancyandinturnprofitability.These strategieswereexaminedextensivelyiftheyrnhadeffectoncustomer retentionviathecustomers’perceptionof fairness.Customers’rnperceivedfairnesstowardsyieldmanagementhadbeengiven littleattention;thus,this studyrnexamined its mediating effectbetween yield managementstrategies andcustomerrnretention.Thisstudyadoptedquantitativeresearchapproachfortheinvestigationthroughrnquestionnairesofvalidmeasureandinterviewswithmanagersof5-starhotelsinEthiopiarnandtheircorresponding customers.ThisstudyutilizedsimpleandmultipleregressionrnresearchanalysistechniquesandPROCESSmacroforSPSSandpresentsfindingsintherntopic.Andtheresearchfindingsreveal thattheapplicationoftheaboveyieldrnmanagementstrategieshassignificanteffectoncustomerretention viacustomer’s perceivedrnfairness.Managers’ decision makingand theirflexibility in the application ofrntheyieldmanagementstrategieswasalsofoundtobeindispensableinmaintaininglastingrnrelationshipswiththeircustomers.Customers’perceivedfairnessfullymediatesdurationrncontrolandcustomerretention.Andrecommendationsweremadeforhotelstorationallyrnintegratetheiryieldmanagement strategieswithcustomerrelationshipmanagement
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