The impact of Customer Relations Management (CRM) on Product Delivery and Sale: A Case Study of Shoprite Holdings PLC, Nigeria

Ofobike, Adaeze Peace (2024) The impact of Customer Relations Management (CRM) on Product Delivery and Sale: A Case Study of Shoprite Holdings PLC, Nigeria. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research assesses the impact of Customer Relationship Management practices on product delivery and sales performance at Shoprite Holdings PLC in Nigeria. Five dimensions of CRM like consumer interaction, information sharing, long-term customer relationship, problem-solving and usage of technology have been assessed to know its impact on product delivery and sales performance. This research has used the quantitative approach for gathering the relevant data from the randomly chosen sample size of 100 employees working in various departments of Shoprite Holdings PLC. The results also show very strong, positive correlations between all of the CRM practices investigated with business performance. Notably, long-term relationships had the most profound impact on sales efficiency since its variance was 78.3% explained by it. Mutual problem-solving activities impacted product delivery success very strongly since its variance was 67.3% explained by it. Consumer interaction and information sharing also revealed positive impacts on product delivery efficiency. While technology usage affected competitive advantage positively, its influence was relatively moderate when compared to others. It applies to the results of this paper, which show clearly the need for a holistic approach to CRM in retail. Based on this, strategies have to be long-term in their orientation and be such that they foster customer relationships and solve problems together. This study thus informs about how effective CRM is in developing markets. It holds valuable insights for retail managers as well. This research provides guidelines about how to balance technology and human-orientations, relevant in retailing practices, within their respective CRM strategies.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hart, Colin UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Organisational Behaviour > Organisational Culture H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 14:25
Last Modified:	11 Aug 2025 14:25
URI:	https://norma.ncirl.ie/id/eprint/8486

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