An Assessment of Consumer Relationship Management Problems and Barriers to Customer Engagement Behaviour in the Hospitality Industry in Post Covid-19 Southeastern Nigeria: A Preliminary Study

Abstract

The hospitality industry in Southeast Nigeria has faced significant challenges in the aftermath of the COVID-19 pandemic, particularly in terms of Customer Relationship Management (CRM) and customer engagement. This paper explores the problems and barriers to effective CRM and customer engagement behaviour in this region's hospitality sector. While CRM and customer engagement are important tools in managing customers, some problems and barriers inhibit the effective utilisation of the tools. Drawing on current literature, industry reports, and empirical data, the study identifies key issues such as technological limitations, staff training deficits, cultural factors, and the evolving expectations of post-pandemic consumers. Recommendations are provided to address these challenges, emphasizing the need for strategic investment in technology, enhanced staff training programmes, and culturally sensitive engagement strategies.