Effect of Customer Relationship Management on Organisational Performance

Overview
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TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

1.2 Statement of Problem

1.3 Objectives of the Study

1.4 Research Questions

1.5 Research Hypotheses

1.6 Significance of the Study

1.7 Scope of the Study

1.8 Operational Definition of Terms

CHAPTER TWO: LITERATURE REVIEW

2.1 Conceptual Review

2.1.1 Concept of Customer Relationship Management

2.1.1.1 Types of Customer Relationship Management

2.1.1.2 Dimensions of Customer Relationship Management.

2.1.1.3 Customer relationship management components

2.1.1.4 The Importance of Customer Relationship Management to an Organization

2.1.2 Organizational Performance

2.1.2.1 Financial performance

2.1.2.2 Customer performance

2.1.2.3 Internal process performance

2.1.2.4 Learning and growth performance

2.1.3 Customer Relationship Management and Organization Performance

2.2 Theoretical Review

2.2.1 Theory of the service Gap

2.2.2 Performance Theory

2.2.3 Theory of Relationship Marketing Commitment – Trust

2.2.4 Agency Theory

2.3 Empirical Review

CHAPTER THREE: METHODOLOGY

3.0 Preamble

3.1 Research Design

3.2 Study Area

3.3 Population of the Study

3.4 Sample & Sampling Techniques

3.5 Data Collection Instrument

3.6 Validity and Reliability of Instrument

3.7 Method of Data Analysis.

CHAPTER FOUR: DATA ANALYSIS

4.1 Demographic Distribution of Respondents

4.2 Analysis of Questionnaire

4.3 Test of Hypothesis

4.3 Discussion of Findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

5.2 Conclusion

5.3 Recommendation

References

APPENDIX

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Effect of Customer Relationship Management on Organisational Performance

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