Effect of customer relationship management on organizational performance of AIRTEL Nigeria in Adamawa State, Nigeria

Abstract

This research work examined the effect of customer relationship management on organizational performance in the telecommunication sector with a special reference to AIRTEL in Adamawa State, Nigeria. The researcher used both primary and secondary sources from a sample of 139 respondents obtained by the use of a structured questionnaire. The data collected were analyzed using descriptive statistics such as frequency, simple percentage, and the relationship between the variables of the model was tested using multiple regression analysis. The result of the regression analysis shows that a positive relationship exists between Information Sharing, Knowledge Management, and Technology based customer relationship management with Organizational Performance of AIRTEL Adamawa State and the relationship is statistically significant (p<0.05) and in line with a priori expectation. This implies that a unit increase in these explanatory variables will result in a corresponding increase in organizational performance of AIRTEL in Adamawa State by 52.4%, 62.3 %, and 42.2 % respectively. A negative relationship exists between Marketing Implementation and Organizational Performance of AIRTEL Adamawa State in Adamawa State and the relationship is statistically significant and the relationship is not in line with a priori expectation. It was concluded that customer relationship management has been identified as an important strategy for achieving the benefits of cost reductions, customer satisfaction, customer retention, and sales growth and profitability which are indices of organizational performance. It was recommended among others that since marketing implementation had a negative effect on organizational performance of AIRTEL in Adamawa State, management of AIRTEL can reduce this by implementing strategic decision which creates specific actions that will ensure that the marketing objectives are achieved and improve organizational performance in the telecommunication sector in the study area.