Customer Relationship Management and Marketing Performance: The Study of Food and Beverages Firms in Nigeria

Abstract

This study focused on Customer Relationship Management (CRM) and Marketing Performance (MP), with a particular reference to food and beverages firms in Nigeria. The challenge that inspired this study is the observed non-implementation of effective and efficient CRM by some food and beverages firms in Nigeria. The study was designed as a correlation investigation to determine the significant relationships between five popular determinants of CRM and three dimensions of MP adopted by this study. The sample unit consisted of the staff of food and beverages firms in Nigeria who provided relevant information through structured questionnaire and personal interview. Eleven viable companies were selected out of the seventeen firms quoted in the 2013/2014 edition of the Stock Exchange Gazette. Fifteen (15) research questions and hypotheses were formulated and tested using Pearson Correlation Coefficient. The statistical evidence shows different degrees of relationships with the different related dimensions. Information sharing with customers and sales growth showed the strongest relationship of 0.743. However, the least related variables are technology based CRM and Market Share with correlation coefficient of 0.350. Generally, the study shows a moderate relationship between CRM and MP. Organizations and practitioners have a base for planning with the result of this study. Business firms in the food and beverages industry should evaluate their performance effectiveness and efficiency through a thorough understanding of the moderating variables. There is also need to encourage a high level of marketing integration and control across all the major marketing functions; train and motivate all staff towards a goal oriented CRM.