Effect of Customer Relationship Management and Customer Retention in Nigeria

This study investigated the effect of customer relationship management on customer retention in Nigeria with reference to Unilever Nigeria Plc. Apapa, Lagos. The objectives of this paper are to examine if relationship marketing influence customer satisfaction in manufacturing company, to examine the effect of customer orientation on consumer purchase decision and to examine customer motivation on consumer buying behavior. The study made use of questionnaire to gather relevant data for the study. The population comprise of the management staff and customers of the company while non probability sampling technique was used to select sample size of 45 from the population. The total 50 questionnaire were administered out of which 45 was duly filled and returned. Data collected were analyzed using frequency counts and percentage. Findings reveal that customer relationship management influence customer satisfaction in the industry and helps in retaining customer in the industry. The study concludes that, customer relationship management is tools that stimulates customer patronage, influence and build performance in the industry and preferably customer belief and attitude. This study recommended that managers should integrate customer relationship in organizations in an effort to yield substantial result and the industry must always shows sign of relationship to customers at all time in order to retain customers in manufacturing companies. Adebayo, A. P. | Ademokoya, J. I. | Akinkuotu, F. "Effect of Customer Relationship Management and Customer Retention in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-4 , June 2022, URL: https://www.ijtsrd.com/papers/ijtsrd50402.pdf Paper URL: https://www.ijtsrd.com/management/marketing/50402/effect-of-customer-relationship-management-and-customer-retention-in-nigeria/adebayo-a-p