{"id":3485,"date":"2022-11-07T13:26:30","date_gmt":"2022-11-07T13:26:30","guid":{"rendered":"https:\/\/ejfms.deqepub.org\/?post_type=journal_article&p=3485"},"modified":"2022-11-07T13:26:30","modified_gmt":"2022-11-07T13:26:30","slug":"customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state","status":"publish","type":"journal_article","link":"https:\/\/deqepub.org\/ejfms\/journal_article\/customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state\/","title":{"rendered":"Customer Relationship Management Strategy and Organizational Performance of Cadbury Nigeria Plc, Lagos State"},"content":{"rendered":"

ABSTRACT<\/strong><\/p>\n

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<\/p>\n

Keywords: <\/strong>Customer Relationship Management Strategy; Organizational Performance; Cadbury Nigeria Plc<\/p>\n

Authorship:<\/strong> Onyike, J. U., & Orga, C. C. PhD | FULL PDF<\/a><\/p>\n","protected":false},"author":1,"template":"","journal_article_cats":[172],"class_list":["post-3485","journal_article","type-journal_article","status-publish","hentry","journal_article_cat-vol-6-no-4"],"yoast_head":"\nCustomer Relationship Management Strategy and Organizational Performance of Cadbury Nigeria Plc, Lagos State - European Journal of Finance and Management Sciences<\/title>\n<meta name=\"description\" content=\"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).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/deqepub.org\/ejfms\/journal_article\/customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Relationship Management Strategy and Organizational Performance of Cadbury Nigeria Plc, Lagos State\" \/>\n<meta property=\"og:description\" content=\"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).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/deqepub.org\/ejfms\/journal_article\/customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state\/\" \/>\n<meta property=\"og:site_name\" content=\"European Journal of Finance and Management Sciences\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/deqepub.org\/ejfms\/journal_article\/customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state\/\",\"url\":\"https:\/\/deqepub.org\/ejfms\/journal_article\/customer-relationship-management-strategy-and-organizational-performance-of-cadbury-nigeria-plc-lagos-state\/\",\"name\":\"Customer Relationship Management Strategy and Organizational Performance of Cadbury Nigeria Plc, Lagos State - European Journal of Finance and Management Sciences\",\"isPartOf\":{\"@id\":\"https:\/\/deqepub.org\/ejfms\/#website\"},\"datePublished\":\"2022-11-07T13:26:30+00:00\",\"description\":\"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). 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