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