IMPACT OF CUSTOMERS RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF CADBURY NIGERIA PLC)

Linus Izediuno Okafor, Ikenna Theodore Nnoli, Mobolanle Adunola Ajayi, Balikis Ayomide Adeyemi, Adebowale Adeshola Alao, Joseph Chukwudi Obaro

Bells University of Technology Ota Nigeria, University of Lagos, Nigeria

Keywords: Customer Relationship Management, Customer Retention Management, Customer Knowledge Management, Organizational Performance.

Abstract

The study examined the impact of customer relationship management on organizational performance; a study of Cadbury Nigeria PLC. The study adopted descriptive research design to evaluate the impact of customer relationship management on organizational performance. The study population comprises of all the 780 employees of Cadbury manufacturing Plant in Ikeja, Lagos state. Taro Yamane sample size determination formular was employed to ascertain the sample size. The sample size for the study is 264, and structured questionnaire was distributed to the selected employees. The study's hypotheses were tested using the Pearson Correlation Coefficient. The result from the Pearson correlation for hypothesis 1 shows 80.1% correlation which implies a positive and significant relationship between customers retention management and organizational performance. The result is however, significant at 1% level of significance i.e., 0.01 since its p-value is less than 0.01. Furthermore, the result for hypotheses 2 revealed 72.9% correlation which implies a positive and significant relationship between customer knowledge management and organizational performance. The result is however, significant at 1% level of significance i.e., 0.01 since its p-value is less than 0.01. The study recommends that Cadbury Nigeria PLC should invest in robust CRM systems that enable them to effectively manage customer data, interactions, and feedback. Additionally, businesses should foster a customer centric culture throughout the organization

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

Linus Izediuno Okafor, Ikenna Theodore Nnoli, Mobolanle Adunola Ajayi, Balikis Ayomide Adeyemi, Adebowale Adeshola Alao, Joseph Chukwudi Obaro (March, 2025). IMPACT OF CUSTOMERS RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF CADBURY NIGERIA PLC). International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 387 - 401.

APA format

Linus Izediuno Okafor, Ikenna Theodore Nnoli, Mobolanle Adunola Ajayi, Balikis Ayomide Adeyemi, Adebowale Adeshola Alao, Joseph Chukwudi Obaro. "IMPACT OF CUSTOMERS RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF CADBURY NIGERIA PLC)." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 387 - 401.

MLA format

Linus Izediuno Okafor, Ikenna Theodore Nnoli, Mobolanle Adunola Ajayi, Balikis Ayomide Adeyemi, Adebowale Adeshola Alao, Joseph Chukwudi Obaro. March, 2025. "IMPACT OF CUSTOMERS RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF CADBURY NIGERIA PLC)." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 387 - 401.

Chicago format

Linus Izediuno Okafor, Ikenna Theodore Nnoli, Mobolanle Adunola Ajayi, Balikis Ayomide Adeyemi, Adebowale Adeshola Alao, Joseph Chukwudi Obaro (March, 2025). "IMPACT OF CUSTOMERS RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF CADBURY NIGERIA PLC)." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 387 - 401.

Harvard format