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Abstract
This study was carried out to determine the relationship between customer relationship management and brand loyalty, using Benin metropolis as the area of study. The rationale for the study was to find out the extent to which to customer relationship influences brand loyalty. Survey research design was adopted while questionnaire was used as the instrument of data collection. The objectives of the study were to ascertain the relationship between customer relationship management and brand loyalty, find out the extent to which customer relationship management is relevant to brand loyalty, determine
customer relationship management activities that enhance brand loyalty and determine whether customer relationship management alone can enhance brand
loyalty. The study was anchored on interactional view theory and relationship management theory. The findings showed that there is a relationship between customer relationship and brand loyalty. Findings also showed that customer relationship contributes to brand loyalty. This implies that customer relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. More so, the findings showed that the extent to which customer relationship contributes to brand loyalty. Findings further showed that there are several techniques through which organisations can carry out customer relationship management, so as to win customer loyalty. The techniques as gathered from the questionnaire are
integrated marketing communications, product quality, customer satisfaction and corporate branding. The findings, however, revealed that only customer
relationship management cannot lead to brand loyalty. Based on the findings, the researcher concluded that there is a strong link between customer relationship management and brand loyalty. It was recommended among others that organisations should endeavour to engage in customer relationship marketing, as it is one of the ways of winning customer loyalty.
customer relationship management activities that enhance brand loyalty and determine whether customer relationship management alone can enhance brand
loyalty. The study was anchored on interactional view theory and relationship management theory. The findings showed that there is a relationship between customer relationship and brand loyalty. Findings also showed that customer relationship contributes to brand loyalty. This implies that customer relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. More so, the findings showed that the extent to which customer relationship contributes to brand loyalty. Findings further showed that there are several techniques through which organisations can carry out customer relationship management, so as to win customer loyalty. The techniques as gathered from the questionnaire are
integrated marketing communications, product quality, customer satisfaction and corporate branding. The findings, however, revealed that only customer
relationship management cannot lead to brand loyalty. Based on the findings, the researcher concluded that there is a strong link between customer relationship management and brand loyalty. It was recommended among others that organisations should endeavour to engage in customer relationship marketing, as it is one of the ways of winning customer loyalty.
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