CUSTOMER RELATION MANAGEMENT PRACTICES AND ORGANIZATIONAL PERFORMANCE: A STUDY OF MOBILE TELECOMMUNICATION FIRMS IN ANAMBRA STATE

Abstract

This study examined the influence of Customer Relationship Management (CRM) practices on the performance of mobile telecommunication firms in Anambra State, Nigeria. The study was driven by persistent performance challenges in the sector, including network inconsistency, weak customer engagement, inadequate complaint resolution, and declining customer trust, all of which continue to undermine organizational performance despite heightened competition among operators. Customer knowledge as a dimension of CRM was evaluated to determine its effect on firm performance, with customer retention serving as a key performance indicator. Anchored on the Commitment–Trust Theory of Relationship Marketing, the study emphasizes that sustained organizational performance is a product of trust, commitment, and value-driven interactions between firms and customers. Evidence from contemporary empirical literature shows that effective CRM practices significantly enhance customer satisfaction, loyalty, retention, and overall firm performance. Customer knowledge strengthens personalization and predictive decision-making; customer interaction improves communication and responsiveness; service quality drives reliability and customer satisfaction. The study concludes that mobile telecommunication firms in Anambra State can improve performance and gain competitive advantage by adopting integrated, technology-supported, and customer-centric CRM practices. The findings offer practical implications for telecom managers, regulators, and policymakers, and provide scholarly insight for future research on CRM, performance, and customer behavior in emerging markets.