ABSTRACT
The study examined effect of CRM in customer satisfaction of selected fast food in Umuahia. The study ascertained the relationship between CRM dimension (trust, communication, promise fulfillment and conflict handling) and customer satisfaction. 80 questionnaire were distributed and used. Multiple Regression was used to test the hypothesis raised in the study. The researcher revealed that all the variable of CRM studied has a significant relationship with customer satisfaction except trust. The researcher conclusion, that fast food industry should concentrate their efforts on trust, commitment, communication, promise fulfillment and conflict handling as they can be seen as a factor influencing customer satisfaction. The researcher recommends that fast food industry should constantly review their service quality and CRM application, there should also be plan on ground to survey customers believability of the CRM practices in fast food.
TABLE OF CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of Contents vi
List of Tables viii
List of Figures ix
Abstract x
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Research Hypotheses 5
1.6 Significance of the study 5
1.7 Scope of the Study 6
1.8 Operational Definition of Terms 7
1.9 Study Limitations 8
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Conceptual Frame Work 9
2.1.1 Nature and Meaning of Marketing 10
2.1.2 Customer Relationship Marketing 12
2.1.3 Dimensions of Customer Relationship Marketing (CRM) 19
2.1.4 Customer Satisfaction 24
2.2 Theoretical Framework 28
2.3 Empirical Review 29
2.4 Gap in the Literature 31
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design 32
3.2 Area of the Study 32
3.3 Population of the Study 33
3.4 Sample Size and Sampling Techniques 34
3.5 Method of Data Collection 35
3.6 Method of Data Analysis 36
3.7 Test of Validity 37
3.8 Reliability of the Instrument 37
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 General Description 38
4.2 Hypotheses Testing 41
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary to the Findings 44
5.2 Conclusion 45
5.3 Recommendation 45
REFERENCES
APPENDIX
NDIONYE, C (2021). Effect Of Customer Relationship Marketing On Customer Satisfaction In Fast Food Industries In Abia State . Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-customer-satisfaction-in-fast-food-industries-in-abia-state-7-2
CHIDIEBUBE, NDIONYE. "Effect Of Customer Relationship Marketing On Customer Satisfaction In Fast Food Industries In Abia State " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 13 Jan. 2021, https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-customer-satisfaction-in-fast-food-industries-in-abia-state-7-2. Accessed 24 Dec. 2024.
CHIDIEBUBE, NDIONYE. "Effect Of Customer Relationship Marketing On Customer Satisfaction In Fast Food Industries In Abia State ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 13 Jan. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-customer-satisfaction-in-fast-food-industries-in-abia-state-7-2 >.
CHIDIEBUBE, NDIONYE. "Effect Of Customer Relationship Marketing On Customer Satisfaction In Fast Food Industries In Abia State " Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-customer-satisfaction-in-fast-food-industries-in-abia-state-7-2