ANIH, UGOCHUKWU JOHN and Covenant University, Theses (2018) CUSTOMER RELATIONSHIP MANAGEMENT AND ITS EFFECTS ON ORGANIZATIONAL PERFORMANCE (A STUDY OF JUSTRITE SUPERSTORES, OTA, OGUN SATE). Masters thesis, COVENANT UNIVERSITY.
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Abstract
This study sets out to evaluate customer relationship management and its effect on organizational performance, using the employees of Justrite Superstores as a case study. Organizations now endeavor to ensure that effectively implemented customer relationship management activities results in an improved performance which consists of firm’s profitability, productivity, increased market share and sales volume and ultimately customer satisfaction. This study looks at the following objectives: determining if the customer’s value increases the firm’s profitability, examining if rapidly responding to customer’s demand increases the sales volume of organizations, investigate if a significant relationship exist between constantly appreciating customer’s patronage and customer satisfaction, evaluate whether the stimulation of customer’s desire for patronage results in the market share increase of the firm, and examining if the use of information technology in customer relationship management helps to boosts the firm’s productivity. This study utilized the descriptive and survey method to carry out this research, having a population size of 150 employees of Justrite Superstores. A sample size of 120 was selected using Godden (2004) sample size calculation technique. 107 questionnaires were retrieved from the field, and analyzed producing results that culminated into the research findings. This study majorly found out that the entire alternative hypothesis was accepted and the null hypothesis rejected. However, based on the findings, recommendations drawn include: Firms should ensure that the organization is not understaffed so as to rapidly respond to customers demand, thereby increasing sales volume. Managers must ensure that they have an effective geographical information system that will aid delivery drivers to promptly deliver goods to customers. Managers must engage social media platforms to advertise goods and various promos. Managers should ensure that flexible payment plan should be made available for the customers. Managers should ensure that there delivery vans are available and effectively maintained to ensure prompt delivery of goods to customers. Managers can explore the option of introducing brand ambassadors to aid in boosting the sales volume of the firm’s products.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Customer relationship management, customer satisfaction, information technology, organization, organizational performance, profitability |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 01 Jun 2020 11:17 |
| Last Modified: | 01 Jun 2020 11:17 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/13348 |
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