Effect Of Customer Relationship Marketing On Customer Satisfaction In Fast Food Industries In Abia State

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