CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE AND PERFORMANCE OF TRANSPORT COMPANIES IN KWARA STATE
Abstract
ABSTRACT
The intensifying competition within Nigeria’s transportation sector has compelled firms to optimize customer-centric strategies to improve operational efficiency and service delivery. This study examines the impact of Customer Relationship Management (CRM) practices on the performance of selected transport companies in Ilorin, Kwara State. The research focused on two primary CRM dimensions analytical CRM and operational CRM and their influence on service quality and brand referrals. Utilizing a descriptive survey design, data were collected from 112 respondents across five major transport firms. Out of the distributed questionnaires, 94 valid responses were analyzed using statistical tools including descriptive statistics, correlation, and regression analysis via SPSS version 21. Findings revealed that both analytical and operational CRM practices significantly enhance customer satisfaction, loyalty, and brand engagement, contributing to improved service quality and competitive advantage. The study underscores the importance of leveraging CRM systems, feedback mechanisms, and data analytics to tailor service delivery to customer needs. It recommends that transport firms in emerging economies should institutionalize CRM strategies focused on personalization, responsiveness, and efficient communication to foster long-term customer relationships and drive sustainable performance.
Keywords: Customer Relationship Management, Analytical CRM, Operational CRM, Service Quality, Brand Referrals
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