ABSTRACT

The study examined Customer Relationship Marketing and Marketing Performance of Supermarkets in Port Harcourt. The purpose  of this research work is to  examine  the  extent to which customer relationship marketing affect the marketing performance of supermarkets in terms of its profitability and market share. This respondents were 50  supermarket operators  requisite data were collected from both  primary (questionnaire, interview) and secondary (journals, textbooks, magazines, etc) source in all cases. The research data were collected using frequency table and the analysis of statistically test two hypotheses formulated for the study and was carried out. using spearman rank correlation frequency at 0.98 level of significant. Based of our finding, we concluded  that    customer relationship marketing strategies affect the marketing performance   of supermarkets  in  Port Harcourt. Therefore, recommended, that customer relationship marketing activities should be used by organization to initiate   and   maintain customer relationships. Decision maizes should approach customer relationship marketing as opportunity t increase customer value and to reduce the cost of attracting and retaining customers.

TABLE OF CONTENT

Title page

Declaration

Certification

Dedication

Acknowledgement

Table of content

List of Tables

CHAPTER ONE

Introduction 1

1.1  Overview 1

1.2   Statement of the problem 5

1.3 Objective of the study 5

1.4 Research questions 6

1.5   Research hypotheses 6

1.6   Significance of the study 7

1.7   scope and limitation of the study 8

1.8   Definition of terms 9

1.9 Organization of the study 10

CHAPTER TWO

2.0 Literature review 11

2.1 Introduction 11

2.2 The concept of customer relationship management (CRM) 12

2.2.1 Customer loyalty- 18

2.2.2 Customer Retention 19

2.3 Marketing performance measures 20

2.3.1 Market share 23

2.3.2 Profitability 24

2.4 Customer relationship marketing and 25

2.4.1 Customer loyalty and profitability 25

2.4.2 Customer loyalty and market share 27

2.4.3 Customer retention and profitability 27

2.4.4 Customer retention and market share 28

2.5 Summary of the review literature 29

CHAPTER THREE

3.0 Research methodology 31

3.1 Introduction 31

3.2 Research design 31

3.3 Population and sampling plan 32

3.4 Data collection method 32

3.5 Design and administration of the questionnaire 32

3.6 Data analysis technique 33

CHAPTER FOUR

4.0 Presentation and analysis of data 34

 4.1   Introduction 34

CHAPTER FIVE

5.1 Introduction 47

5.2 Discussion of findings 47

5.3 Conclusion 48

5.4 Recommendation for further studies 48

References 49

List of tables

Table 4.1  Respondent Working Experience (Y)

Table 4.2: Respondents status

Table 4.3: Respondent Between Customers Relationship And The Company

Table 4.5: Question 3: Response to Customer Relationship Management Rating