ABSTRACT

 This research work titled the Effect of Customer Relationship in Marketing on the Practice of ABC Transport Pie, Enugu State in Nigeria (A study of ABC Transport Limited Enugu) was carried out with some of the following objectives. To identify and practice the customer relationship marketing strategies used by ABC Transport. To find out if the customers are satisfied with the quality and Availability of ABC Transport services. To determine whether ABC transport users are satisfied with the fare charged by ABC transport services. To recommend the appropriate measures aimed at improving the customer relationship marketing strategies used by the ABC transport services. Based on above objectives the researcher prepared two sets of wee structured questionnaires one for the management and relevant staff and the other for the customers of ABC Transport services within Enugu metropolis extensive literature review was carried out and sample size of 369 customers was determined using top mans formula. The three hypotheses formulated were tested using chisquare and data collected were analyzed using tables percentage and frequencies. Some of the findings are:- That the customers within Enugu metropolis are satisfied with the quality of ABC transport services. Customer relationship marketing strategies adopted by ABC transport have positive impact on the profit of the organization. However, their changes are considered by their customer to be low and their promotional strategies are effective for creating customer awareness of their services. Based on the finding the researcher suggests among other that: The management should provide more funds for the good operation of the Road transport and more modern motors should be bought so that the company can compete favourably with other motor transport like young shall grow motor are others.