EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF ACCESS BANK PLC)
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- NGN 3000
ABSTRACT
This study analyses the effect of customer relationship management on organizational performance. This research views customer relationship management as an enterprise approach to developing full-knowledge about customer behavior and relationship marketing
To achieve the purpose of this research work the survey method using the questionnaire instrument was adopted. Data were collected from primary and secondary source. The instrument were administered to 93 respondents drawn as the sample for the study. The output from those sources were analyzed by the use of chi-square analysis.
The result shows effective customer relationship management have significant relationship with organization performance .And that customer relationship management as strategy that helps companies to refine interactions and ultimately improve a company's relationship with customers that will enable a mutually profitable relationship between buyer and seller.
It's therefore relevant that customer relationship management should be focal point of organization in order to gain superior customer relationship management capability that will lead to improved performance.
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