IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 10 NO. 11 2024
DOI: 10.56201/ijebm.v10.no11.2024.pg221.237

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Customer Relationship Management and Organisational Growth of Fast Food Industries in Uyo Metropolis, Akwa Ibom State

Ime Temple Matthew, Dr Kingsley Uwa and Prof. Don Baridam

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Abstract

This study was conducted to examine the relationship between Customer Relationship Management and organizational growth of fast food industries in Uyo metropolis, Akwa Ibom State. The dimensions of Customer Relationship Management employed by fast food industries were used as pre-determined factors in measuring organizational growth. These dimensions of customer knowledge and customer satisfaction formed the independent variables for the study. The dependent variable was organizational growth. This study adopted a survey research design. The population of the study consisted of eighty five (85) staff of fast food industries in Uyo metropolis, Akwa Ibom State. The study employed simple sampling procedure in the selection of respondents for the study. Data for the study were collected using structured copies of questionnaire from the eighty five (85) respondents. The research hypotheses were tested using Pearson correlation coefficient at a 5% level of significance. From the data analysis, findings revealed that there is positive and significant relationship between customer knowledge and customer satisfaction on organizational growth of fast food industries in Uyo metropolis, Akwa Ibom State. From the findings, it was concluded that customer relationship management (CRM) plays a crucial role in the organizational growth of fast food industries, as the independent variables in the research showed a positive relationship with organizational growth. Thus, it was recommended that fast food industries in Uyo metropolis should focus on improving their understanding of customer preferences, behaviours, and demographics. This can be achieved through using data analytics tools, market research, feedback collection mechanisms, and data analysis to better tailor their products and services to meet customer needs. Also, fast food industries should consider investing in Customer Relationship Management (CRM) systems to streamline and auto

keywords:

Customer Relationship Management, Organizational Growth, Customer

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