CUSTOMER RELATIONSHIP MARKETING AND MARKETING PERFORMANCE IN SUPER MARKET IN PORT HARCOURT

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