CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER RETENTION IN THE NIGERIA BROADCAST INDUSTRY: A STUDY OF ANAMBRA STATE.

Abstract

Customer relationship management (CRM) is an emergent phenomenon that has attracted
many researches over the past two decades. These studies have concentrated on hospitality,
banking, and other service industries but not much in the broadcasting industry. There is a
great deal of confusion among business operators as to what CRM is; while some see it just
the technology, other see it as a process. Still others see the phenomenon just as one of firm
strategies. Thus, the main objective of this study is the Influence of Customer Relationship
Management on Customer retention in the broadcast Sub-Sector in Nigeria with emphasis
on Anambra State. The variables/constructs used in the study are customer orientation,
customer data, customer information processing and ease of use of website. All the staff of
identified broadcast organisation in Anambra State: federal, state and private constitute the
population which is unknown. The study was based on a sample of 140 respondents of which
117 responded and were analysed. Questionnaire was used to collect data which were
analysed using multiple linear regression with the aid of Microsoft excel add-on 2019. The
analysis show that all the four IVs were statistically significant. Recommendations were
made especially on the ease of website for managing the customers and retaining them for
enhanced operation of an organisation.