CUSTOMER RELATIONSHIP MANAGEMENT AND SALES PERFORMANCE: EVIDENCE FROM POS OPERATIONS IN BORIPE LOCAL GOVERNMENT
Abstract
This study examines the relationship between customer relationship management (CRM) and sales performance among point-of-sale (POS) operators in Boripe Local Government. CRM practices such as customer interaction, service quality, trust building, and complaint handling were analyzed in relation to sales performance indicators. The study adopts a survey research design using primary data collected from POS operators and customers. Findings reveal that effective CRM significantly enhances sales performance by improving customer satisfaction, loyalty, and repeat patronage. However, challenges such as poor service delivery and inadequate customer engagement were identified. The study concludes that CRM is a key determinant of business success in POS operations.
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