Impact of Customer Relationship Management on Non-consumer Customer Buying Behavior
CHAPTER ONE
Objective of the Study
The main objective of this study is to find out the impact of CRM on non-consumer customer behavior, specifically the study intends to:
1. To find the impact CRM on the buying behavior of non-consumer customers
2. To investigate the factors that influence the buying behavior of non-consumer customer behavior
3. To examine the impact of CRM on organizations
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CRM
Ck (2015) used both quantitative and qualitative methods with exploratory and descriptive studies to observe the link between CRM and customer retention. This study noticed that one of the advantages of CRM that it helps to know the wants of its customer to provide them with the right service and time. Thus, it helps to build a future relationship. Moreover, they used Baran and Galka (2013) definition of CRM as a marketing strategy that focuses on understanding the needs and purchasing behavior of its customers by managing customer experiences in order to strengthen the relationship between a company and its customers. Thirunavukkarasu (2016) used Grönroos (2000) customer relationship life cycle, which explains the development of customers relations in form of a life cycle, segmented into three stages, as follows:
- The initial stage: Includes potential customers who do not know about the products or services of a company.
- The purchasing process introduces a contact with the company and tries to put some expectations.
- The consumption process: During this stage, the customer takes action and consumes products or services.
During this process the customer will bring judgments; if customers are satisfy ed, they will repeat purchases and a customer relationship will continue over the consumption process. As a result, customer loyalty will exist. Thirunavukkarasu (2016) considered Buttle and Maklan (2015) types of CRM, which are classified into three types: operational, strategic, and analytical, in order to know how to deal with each stage of the life cycle. The first type aims to retain and win profitable customers by following a customer-centric business strategy. The second type focuses on customer-facing business that uses customer-related data in order to process marketing and customer services. While the final type transforms customer-related data into an implemented process that enhances the effectiveness of the relationship between both parties. According to Srisamran and Ractham (2014) CRM could help firms to know their customers and the type of CRM to build strong relationships with them over a long period. To do so, customer knowledge is required to acquire and manage. Thus, organizations should be customer-focused. The creation of knowledge helps the organization to improve their performance by responding to customer’s needs at the right time with the best quality.
The attention on a sustainable Customer Relationship Management (CRM) has been getting magnified in recent times.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to impact of customer relationship management on non consumer customer buying behaviour
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information impact of customer relationship management on non consumer customer buying behaviour. 200 of Unilever plc, Lagos state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
DATA ANALYSIS
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain impact of customer relationship management on non consumer customer behaviour
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of customer relationship management on non consumer customer behavior
Summary
This study was on impact of customer relationship management on non consumer customer behaviour. Three objectives were raised which included: To find the impact CRM on the buying behavior of non-consumer customers, to investigate the factors that influence the buying behavior of non-consumer customer behavior and to examine the impact of CRM on organizations. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of unilever plc, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up managers, HR, marketers and junior staffs were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
There is relationship between customer’s orientation, customer knowledge management and technology in CRM and consumer buying behaviour in entrepreneur apparel industry hypotheses have accepted and proved the positive and significant relationship. There is relationship between internet advertisement and consumer buying behaviour in entrepreneur Apparel Industry and there is positive relationship between advertisement through mobile devices and consumer buying behaviour in entrepreneur Apparel Industry.
Recommendation
Since age and income have great consequences on purchase and consumption of pork, producers and marketers of pork are enjoined to segment their markets along the lines of age and income in order to be guarded on which subset to serve profitably
References
- Thompson, K., et al. Developing relationship marketing through the implementation of customer relationship management technology. in 16th Annual IMP International Seminar, Bath. 2000. 2.
- Aqsa, M. and D. Kartini, Impact Of Online Advertising On Consumer Attitudes And Interests Buy Online (Survey On Students Of Internet Users In Makassar). International Journal of Scientific & Technology Research, 2015. 4(04): p. 230-236. 3.
- Hobby, J., Looking after the one who matters. Accountancy age, 1999. 28(October): p. 28-30. 4.
- Brown, T.J., et al., The customer orientation of service workers: Personality trait effects on self-and supervisor performance ratings. Journal of Marketing Research, 2002. 39(1): p. 110-119. 5.
- Kim, B.Y., Mediated effects of customer orientation on customer relationship management performance. International Journal of Hospitality & Tourism Administration, 2008. 9(2): p. 192-218. 6.
- Minghetti, V., Building customer value in the hospitality industry: towards the definition of a customer-centric information system. Information Technology & Tourism, 2003. 6(2): p. 141-152. 7.
- Asikhia, O., Customer orientation and firm performance among Nigerian small and medium scale businesses. International Journal of Marketing Studies, 2010. 2(1): p. 197. 8.
- Tajeddini, K., Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 2010. 31(2): p. 221-231. 9.
- Piercy, N., Market-Led Strategic Change-A Guide to Transforming the Process of Going to Markei. 2002, London: Butterworth-Heinemann. 10.
- Al-Azzam, A.F.M., The Impact of Customer Relationship Management on Hotels Performance in Jordan. 11
- . Croteau, A.M. and P. Li, Critical success factors of CRM technological initiatives. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 2003. 20(1): p. 21-34
- Zahay, D. and A. Griffin, Customer learning processes, strategy selection, and performance in business‐ to‐ business service firms. Decision Sciences, 2004. 35(2): p. 169-203. 13.
- du Plessis, M. and J. Boon, Knowledge management in eBusiness and customer relationship management: South African case study findings. International Journal of Information Management, 2004. 24(1): p. 73-86. 14.
- Ryals, L. and S. Knox, Cross-functional issues in the implementation of relationship marketing through customer relationship management. European management journal, 2001. 19(5): p. 534-542. 15.