Customer Relationship Management (CRM) and Value Creation in the Mobile Phone Industry

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dc.contributor.authorIghomereho, Salome
dc.date.accessioned2022-06-06T08:14:32Z
dc.date.available2022-06-06T08:14:32Z
dc.date.issued2012
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://dspace.run.edu.ng:8080/jspui/handle/123456789/3245
dc.language.isoenen_US
dc.publisherBJMASSen_US
dc.subjectChangeen_US
dc.subjectValue creationen_US
dc.subjectCustomer Satisfactionen_US
dc.subjectCompetitionen_US
dc.subjectCustomer Relationship Managementen_US
dc.titleCustomer Relationship Management (CRM) and Value Creation in the Mobile Phone Industryen_US
dc.typeArticleen_US
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