ON THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY AND MARKET PERFORMANCE THE CASE OF GUNA TRADING HOUSE PLC

Abstract

Efficient management of customer relationship is one of the most important challenges in business competition. Organizations require some information about who are their customers, what are their expectations and needs and how should they meet their requirements. The aim of this study is investigating the impact of Customer Relationship Management on Customer loyalty and market performance taking the case of Guna Trading house plc in Addis Ababa city. CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. Four critical CRM elements are measured in this study namely customer loyalty, store management, quality of services delivery and marketing mix(product,price,place/distribution channel and promotion). The study use descriptive research design. The study was carried out on 80 respondents who were selected using simple random sampling. Self administered questionnaires were the main instruments of data collection. Data was analyzed using frequencies, percentages, mean, standard deviation, and Statistical package for social sciences (SPSS) was used to establish the relationship among CRM, Customer loyalty and market performance in Guna Trading House