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Impact of customer relationship management on customer loyalty: case study of Cadbury Nigeria Plc

Osidele, Eniola Olayinka (2021) Impact of customer relationship management on customer loyalty: case study of Cadbury Nigeria Plc. Masters thesis, Dublin, National College of Ireland.

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This study investigated the effect of customer relationship management on customer loyalty among customers of Cadbury Nigeria. Purposive sampling was used to select 200 participants in Lagos state. Descriptive analysis, Pearson Product moment correlation, multiple regression and simple linear regression estimation techniques were employed. Findings revealed the major reasons for continuous patronage according to most of the Cadbury customers were Cadbury’s positive handling of complaint and the product performance of the company. There was a positive and significant association between each of the CRM components (brand perception, product performance, organizational trust, complaint handling and after sale services) and customer loyalty. Also, CRM components have significant impact on customer loyalty with complaint handling and after sale service contributing significantly to their respective regression models. The study therefore recommended that Cadbury Nigeria Limited should pay greater attention to the perceived value of its products to customers. Correspondingly, they must ensure that more priority be placed in responding to and dealing with the complaint of their customers. These without a doubt will increase the continuous patronage of their customers and hence improve their sales performance.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DT Africa
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 15:28
Last Modified: 04 Mar 2022 15:28

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