Customer Relationship Marketing and Organizational Performance in the Nigerian Telecom Industry

Abstract

This study is on the relationship between customer relationship marketing (CRM) and organizational performance in the Nigerian Telecommunication industry, given the level of growth and competition in the industry the questionnaire obtain from 235 customers of telecom in the Southwestern part of Nigeria. A convenience sampling technique was adopted for the study. Data was collected from the customers of telecom service operators in the Southwestern part of Nigeria. Multiple regression analysis was used to test the hypothesis. The results show a strong relationship between CRM and information knowledge, while CRM has significant effects on customer value and loyalty. As a managerial implication, it is suggested that service providers should put their efforts into improving advertising or economic bonus to customers. The study was limited to youths in Ojo L.G.A of Lagos in the Southwestern part of Lagos, Nigeria.