The Mediating Role of Customer Satisfaction in the Relationship between Customer Relationship Management and Firm Profitability: Evidence from Premium Hotels in Uganda
Christopher Sebuliba – https://orcid.org/0009-0006-7151-0421 Frank Pio Kiyingi Fred Lwanga – https://orcid.org/0000-0002-2444-2552 Nkumba University, Uganda Email: christsebuliba@gmail.com Abstract: This study examined the mediating role of customer satisfaction in the relationship between customer relationship management (CRM) and firm profitability among premium (four- and five-star) hotels in the Greater Kampala Metropolitan Area (GKMA), Uganda, guided by Service Profit…