The impact of customer relationship management on organizational performance : a case study of Dangote Flour Mill, Kano State
Baiyewu, Olaolu (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060917139
https://urn.fi/URN:NBN:fi:amk-2022060917139
Tiivistelmä
In this paper, we investigated the impact of customer relationship management (CRM) on an organization’s performance with the case study of Dangote Flour mill. CRM (Customer Relationship Management) is widely recognized as a successful method for gathering, evaluating, and transforming important customer data which will help strategic managerial decision making. The theoretical framework discusses CRM evolution, organisational performance concepts, organisational performance, and CRM practices.
The study addressed the research problem by addressing the following research objectives; The goal of this study was to investigate customer relationship management at the Dangote Flour Mill and how it relates to high levels of organizational performance.
In this research, sampling was done using a systematic random sampling technique to select the participating employee from Dangote flour mill, Kano branch. Data was collected in form of both primary and secondary data. According to this thesis, customer relationship management has a positive impact on Dangote flour mill’s organizational performance. As a result, the study recommended that organisations should invest in training and developments aimed at fostering long-term customer relationships.
The study addressed the research problem by addressing the following research objectives; The goal of this study was to investigate customer relationship management at the Dangote Flour Mill and how it relates to high levels of organizational performance.
In this research, sampling was done using a systematic random sampling technique to select the participating employee from Dangote flour mill, Kano branch. Data was collected in form of both primary and secondary data. According to this thesis, customer relationship management has a positive impact on Dangote flour mill’s organizational performance. As a result, the study recommended that organisations should invest in training and developments aimed at fostering long-term customer relationships.