IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 5 2024
DOI: 10.56201/ijmcs.v8.no5.2024.pg32.43

---

An Examination of Customer Relationship Management and Performance of Nigerian Food and Beverages Company

Chiana, Cyril Anamelechi, Ph.D & Obasi, C. Daniel

---

Abstract

This study examined Customer Relationship Management and performance of Nigerian Food and Beverages Company, using Cadbury Nigeria Plc, Port-Harcourt Rivers State as a case study. Both primary and secondary data were used and descriptive statistics (frequencies, percentage and tables) were employed in the analysis of the data. The population of the study was 718 staff (employees and management) of Cadbury Nigeria Plc and Taro Yamane formula was used to arrive at 257 staff as the sample size of the study. Spearman Rank Correlation Coefficient (SRCC) on the Statistical Package for Social Sciences (SPSS) version 23 was used to test the three hypotheses that guided this study. The result obtained from the analysis showed that there is a significant relationship between empathy and sales turnover of Cadbury Nigeria Plc, Port-Harcourt, Rivers State; also, there is a significant relationship between communication and market share of Cadbury Nigeria Plc, Port-Harcourt, Rivers State; again, there is a significant relationship between trust and profitability of Cadbury Nigeria Plc, Port- Harcourt, Rivers State; finally, there is a significant relationship between bonding and customer loyalty of Cadbury Nigeria Plc, Port-Harcourt, Rivers State. The researcher recommended that Cadbury Nigeria Plc, Port-Harcourt should invest in improving its communication strategies, both internally and externally. This can include clear, transparent, and consistent messaging about products and services, and maintaining open lines of communication with customers through various platforms, including social media, newsletters, and customer service hotlines. Effective communication will help in gaining a larger market share.

---

References:

Ab Hamid, N.R. (2015). The impact of customer relationship management on customer
retention in the banking industry: A case study of Malaysian banks. Asian Social
Science, 11(10), 216-230.

Almotairi, M. (2018). Customer relationship management (CRM) in the digital age: Enhancing
customer loyalty and firm performance. International Journal of Information
Management, 43, 49-60.

Barney, J.B. (1991). Firm resources and sustained competitive advantage. Journal of
Management, 17(1), 99-120.

Brealey, R.A., Myers, S.C., & Allen, F. (2011). Principles of corporate finance, 10th ed.
McGraw-Hill.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation, and
practice. Pearson Education.

Chan, K.M., & Lam, P.Y. (2019). Customer relationship management and business
performance in the banking sector. Asian Journal of Business Research, 9(2), 45-68.

Chattananon, A., & Trimetsoontorn, J. (2019). Relationship marketing: A broadened view
of CRM. Journal of Business Research, 89, 34-48.

Cheng, J. (2019). The effects of customer satisfaction, relationship commitment dimensions,
and triggers on customer retention. Journal of Marketing Research, 58(5), 804-823.

Chiu, H., & Wang, C. (2018). The impact of CRM practices on firm performance: A study of
the hospitality industry. International Journal of Hospitality Management, 75, 163-174.

Dave, K. (2019). Customer relationship management and its effect on customer loyalty:
Evidence from Indian telecom sector. Journal of Retailing and Consumer Services,
50, 30-40.

Dimitriades, Z.S. (2016). Customer relationship management and customer-centric
knowledge management: An empirical research. Business Process Management
Journal, 22(3), 552-572.

Dixon-Ogbechi, B.N., Haran, D., & Aiyeku, J. (2019). CRM implementation and
organizational performance: The role of social media and digital tools. Journal of
Strategic Marketing, 27(4), 317-332.

Drucker, P. (2022). Management: tasks, responsibilities, practices. Harper Business.
Dwyer, F.R., Schurr, P.H., & Oh, S. (2017). Developing buyer-seller relationships. Journal
of Marketing, 51(2), 11-27.

Hansen, D.R., & Mowen, M.M. (2021). Cost management: Accounting and control, 7th ed.
South-Western Cengage Learning.

Heikal, M., Khaddafi, M., & Ummah, A. (2022). Impact of sales growth on the financial
performance of retail companies. Journal of Retailing and Consumer Services, 45(2),
78-91.

Houston, F.S., Gassenheimer, J.B., & Maskulka, J.M. (2012). Marketing exchange transactions
and relationships. Journal of Marketing, 54(4), 3-17.

Jackson, D.W., Cunningham, M.H., & Cunningham, W.H. (2018). Selling and sales
management in action. Journal of Personal Selling & Sales Management, 38(1), 95-105.

Jensen, M.C. (1986). Agency costs of free cash flow, corporate finance, and takeovers.
American Economic Review, 76(2), 323-329.

Jobber, D., & Fahy, J. (2016). Foundations of marketing, 5th ed. McGraw-Hill Education.

Kaplan, R.S., & Norton, D.P. (1992). The balanced scorecard: Measures that drive

performance. Harvard Business Review, 70(1), 71-79.
Kotler, P., & Keller, K.L. (2023). Marketing management,16th ed. Pearson.

Lam, S.Y., Shankar, V., & Erramilli, M. K. (2021). Customer value, satisfaction, loyalty, and
switching costs: An illustration from a business-to-business service context. Journal of
the Academy of Marketing Science, 49(2), 269-284.

Machauer, A., & Morgner, S. (2021). The impact of customer relationship management on
company success: A meta-analysis of market dynamics. Journal of Marketing
Theory and Practice, 29(2), 123-140.

McKenna, R. (2021). Strategic customer relationship management: insights for competitive
advantage. Journal of Strategic Marketing, 29(5), 453-468.

Micu, A., Plumb, I., & Iacob, S.E. (2023). Customer relationship management: strategies for
enhancing organizational performance. Management & Marketing, 11(2), 333-346.

Miller, M. H., & Modigliani, F. (1961). Dividend policy, growth, and the valuation of shares.
Journal of Business, 34(4), 411-433.

National Bureau of Statistics (NBS). (2023). Manufacturing sector data. Retrieved from NBS
website.

Norton, D. (2017). Strategic management: Concepts and cases. Pearson Education.

Ojo, A. (2022). Trends in Nigeria’s Food Industry. Journal of Business Studies, 15(4), 120-

Payne, A., & Frow, P. (2017). Strategic customer management: Integrating relationship
marketing and CRM. Cambridge University Press.

Payne, A., Storbacka, K., & Frow, P. (2018). Managing the co-creation of value. Journal of
the Academy of Marketing Science, 36(1), 83-96.

Porter, M.E. (2023). Competitive strategy: Techniques for analyzing industries and
competitors. Free Press.

Ramsaran-Fowdar, R.R., & Fowdar, S. (2019). The implications of E-CRM on customer
loyalty. Journal of Internet Commerce, 18(2), 125-144.

Reynolds, K.E., & Beatty, S.E. (2019). Customer benefits and company consequences of
customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32.

Rigby, D.K., Reichheld, F.F., & Schefter, P. (2020). Avoid the four perils of CRM. Harvard
Business Review, 80(2), 101-109.

Ryals, L., & Knox, S. (2021). Measuring risk-adjusted customer lifetime value and its
impact on relationship marketing strategies and shareholder value. European
Journal of Marketing, 39(5/6), 456-472.

Shivani, A., & Dalbir, S. (2016). How CRM affects profitability: A review. Journal of Business
Studies, 34(2), 45-59.

Smith, J., & Johnson, A. (2021). The impact of trust on customer relationship
management and company performance. Journal of Business Research, 120, 67-75.

Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (2020). Delivering quality service:
Balancing customer perceptions and expectations. The Free Press.

Zineldin, M. (2022). Advances in customer relationship management and their impact on
business success. Journal of Marketing Management, 38(4), 250-268.

DOWNLOAD PDF

---

Back