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Customer Relationship Management Strategy and Organizational Performance of Cadbury Nigeria Plc, Lagos State

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  • November 7, 2022
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ABSTRACT

The study focused on the Customer Relationship Management (CRM) strategy and organizational performance of Cadbury Nigeria plc. Lagos State. The objectives of the study were to determine the relationship between customer knowledge management capability, customer interaction management capability, customer win-back capability, and customer patronage in Cadbury Nigeria plc. In the study, a descriptive survey design was adopted. The sources of data for the study were employees of Cadbury Nigeria plc. Lagos State. The arithmetic means standard deviation and t-test were used for analyzing data. In the study, organizational performance was measured by customer patronage, while dimensions/strategies of Customer Relationship Management measured were customer knowledge management capability (CKMC), customer interaction management capability (CIMC), and customer win-back capability (CWC). Results of analyses showed a positive significant relationship between customer knowledge management capability and customer patronage (t-cal. = 0.197). A positive relationship was found between customer interaction management capability and customer patronage (t-cal. = 0.29). The findings also showed a positive relationship between customer win-back capability and customer patronage (t-cal. = 0.35). In the study, we concluded that Cadbury Nigeria plc was more likely to have improved organizational performance where CRM strategy was applied or adopted. The study, therefore, recommended that Cadbury Nigeria plc. Lagos should pay greater attention to the perceived value of its products by customers. Correspondingly, they should ensure that more priority was placed on responding to and dealing with the complaints of their customers. These would increase the continuous patronage of their customers and hence improve their performance

Keywords: Customer Relationship Management Strategy; Organizational Performance; Cadbury Nigeria Plc

Authorship: Onyike, J. U., & Orga, C. C. PhD | FULL PDF

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