THE IMPACT OF INFORMATION SYSTEMS ON CUSTOMER RELATIONSHIP MANAGEMENT
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THE IMPACT OF INFORMATION SYSTEMS ON CUSTOMER RELATIONSHIP MANAGEMENT
Abstract: This study aimed to assess the impact of information systems on customer relationship management (CRM) within organizations. The objectives were to examine how information systems enhance customer data management, improve personalized marketing strategies, and foster customer loyalty. A survey research design was employed to collect quantitative data from 270 respondents, selected using the Taro Yamane formula to ensure representation across industries with strong CRM practices. The study focused on a case study of a retail chain in Owerri, known for its customer-centric approach and CRM system integration. Conducted in Owerri, the reliability coefficient score was calculated at 0.88, indicating high internal consistency in survey responses. The findings indicated that effective CRM information systems contribute to enhanced customer satisfaction, increased retention rates, and improved customer lifetime value. The study recommends that organizations leverage CRM technologies to centralize customer data, personalize interactions, and implement targeted marketing campaigns to strengthen customer relationships and achieve sustainable competitive advantages.
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