The impact of personalized CRM on consumer satisfaction: An evaluation of a retail brand in Kaduna, Nigeria
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Background of the Study:
Personalized Customer Relationship Management (CRM) systems have revolutionized how retail brands engage with their customers, particularly in competitive markets like Kaduna. By leveraging advanced data analytics and customer insights, retail brands can deliver tailored experiences that significantly enhance consumer satisfaction (Adeniyi, 2023). Personalized CRM enables brands to address individual preferences, predict purchasing behaviors, and provide customized recommendations. These targeted interactions not only improve service quality but also foster a sense of personal connection and trust between the brand and its customers. As digital transformation continues to shape retail operations, the integration of personalized CRM strategies has become essential for enhancing customer satisfaction and loyalty. This study evaluates the impact of personalized CRM on consumer satisfaction by analyzing customer feedback, service response times, and overall brand perception. The research aims to provide a comprehensive understanding of how personalized CRM initiatives contribute to an improved shopping experience and higher levels of customer satisfaction (Ibrahim, 2024).
Statement of the Problem
Despite the rapid adoption of personalized CRM systems in retail, there is limited empirical evidence on their direct impact on consumer satisfaction in Kaduna. Retail brands often struggle to measure the effectiveness of personalized CRM initiatives and quantify their contribution to enhanced customer experiences. The lack of standardized metrics for assessing satisfaction further complicates this evaluation, leaving brands uncertain about the return on investment for personalized CRM strategies (Chinwe, 2023).
Objectives of the Study
To evaluate the impact of personalized CRM on consumer satisfaction.
To identify key personalized CRM practices that drive customer satisfaction.
To recommend strategies for optimizing CRM initiatives in retail.
Research Questions
How does personalized CRM affect consumer satisfaction for retail brands in Kaduna?
Which CRM practices are most effective in enhancing customer satisfaction?
How can retail brands optimize their personalized CRM strategies?
Significance of the Study
This study is significant as it provides empirical evidence on the role of personalized CRM in improving consumer satisfaction. The findings will guide retail brands in Kaduna to refine their CRM practices, enhance customer engagement, and drive long-term loyalty, thereby improving overall business performance (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to a retail brand in Kaduna, Nigeria, and focuses on the impact of personalized CRM on consumer satisfaction. It does not extend to other sectors or geographic regions.
Definitions of Terms
Personalized CRM: Customer Relationship Management strategies tailored to individual customer preferences.
Consumer Satisfaction: The degree to which a brand’s products and services meet customer expectations.
Retail Brand: A company that sells goods directly to consumers.
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