Customer Relationship Management (CRM) and Value Creation in the Mobile Phone Industry
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Date
2012
Authors
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Publisher
BJMASS
Abstract
The Nigerian market has been undergoing major transformation driven by
change, deregulation, competition and customer sophistication. In order to
survive, many companies are beginning to look towards value creation. This
study contributes to the literature on customer relationship management
(CRM) by investigating the perception of mobile phone service operators on
CRM as a tool for value creation. The study was situated in Lagos State,
Nigeria. Random sampling was used to select three divisions from the five
divisions in Lagos state. 1050 questionnaires were administered to mobile
phone users and 50 questionnaires to members of staff of mobile phone
service operators. The data collected were described with descriptive
statistics and analyzed with Analysis of Variance (ANOVA) using procedures
within SPSS version 17. The findings indicate that CRM could be a strategic
tool for value creation if implemented properly. It was also found that there
are no differences in customer satisfaction with regard to gender but there are
differences with regard to age and income. It was therefore recommended that
operators should implement a CRM programme with the data collected
during SIM card registration.
Description
Keywords
Change, Value creation, Customer Satisfaction, Competition, Customer Relationship Management