SUPERIOR CUSTOMER RELATIONSHIP MANAGENMENT AS THE PROPELLER OF CUSTOMER PATRONAGE IN AN ORGANIZATION

Abstract

This article critically examined customer Relationship Management and its merit as the propeller of Customer Patronage in an organization using Cway Water Group, Oshodi, Lagos as the focus of the research study.  The study sought to survey how customer care affects customer satisfaction, how employee commitment to service influences customer re-purchase decision and finally, how prompt attention to complaints affect customer loyalty. Data for the research study was gathered through structured research questionnaire. A total of 220 copies of questionnaire were administered to respondents and 174 were correctly completed and returned for analysis. Interview sessions were also held where relevant questions on customer relationship management were asked and useful information gathered from participants.  Three hypotheses were formulated and tested in the study.  Data gathered through the use of copies of questionnaire were analyzed using simple frequency tables and regression analysis. The findings of the study revealed that superior customer care has significant effect on customer satisfaction, employee commitment has significant influence on customer re-purchase decision and prompt attention to complaints from customers has significant effect on customer loyalty. Based on the finding of the study, it was recommended that modern organizations should strengthen their customer relationship management strategies in order to enhance customer patronage and the achievement of super organizational bottom-line.