Background of the Study
Customer Relationship Management (CRM) is a strategic tool that enhances a company's ability to meet customer needs and improve supply chain responsiveness. By fostering strong relationships with customers, CRM facilitates better communication, streamlined processes, and timely responses to market demands (Afolabi & Adamu, 2024). In the context of supply chain management, responsiveness refers to the ability of the supply chain to react quickly and effectively to changes in customer preferences and market dynamics.
PZ Cussons Nigeria, a prominent manufacturer and distributor of consumer goods, operates in Kebbi State, a region characterized by a mix of urban and rural markets. The effectiveness of CRM systems in these diverse markets significantly influences supply chain performance, customer satisfaction, and overall competitiveness. However, challenges such as inconsistent customer data, inadequate technology adoption, and logistical barriers often undermine the effectiveness of CRM systems in improving supply chain responsiveness (Bello & Musa, 2023).
This study evaluates the influence of CRM on supply chain responsiveness at PZ Cussons Nigeria in Kebbi State, providing insights into the benefits, challenges, and opportunities for improvement.
Statement of the Problem
Supply chain responsiveness is critical for businesses operating in highly dynamic markets, where customer demands and preferences frequently change. Despite the growing adoption of CRM tools, many companies face difficulties in leveraging these systems to enhance supply chain responsiveness. At PZ Cussons Nigeria in Kebbi State, challenges such as fragmented customer data, poor integration of CRM systems with supply chain operations, and limited staff expertise hinder the effectiveness of CRM in driving supply chain responsiveness (Ibrahim & Aliyu, 2023).
Existing studies on CRM and supply chain responsiveness often focus on large urban markets, with limited attention given to regions like Kebbi State. This study seeks to fill this gap by examining the role of CRM in improving supply chain responsiveness at PZ Cussons Nigeria.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study focuses on PZ Cussons Nigeria's operations in Kebbi State, specifically analyzing the role of CRM in supply chain responsiveness. The research is limited to the consumer goods sector in Kebbi State and does not extend to other regions or industries. Constraints include access to company-specific CRM data and the potential subjectivity of qualitative insights from respondents.
Definitions of Terms
Chapter One: Introduction
1.1 Background of the Study
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