Understanding the significance of customer relationship management (CRM) in Business performance

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
University of Dar es Salaam
This study was conducted to understand significance of customer relationship management (CRM) in business performance, particularly focusing on oil industry in Tanzania. The study was of great importance towards understanding the impact of managing relationships on customer retention and investigates the extent to which Information technology (IT) capabilities can be used to support CRM application specifically in the Tanzanian context. It was hypothesized that, application of CRM technique is significant enough to enhance customer satisfaction, and that, interpersonal relationship is a crucial factor in retaining customer base and even acquiring new ones. The study was conducted using BP Tanzania as a case study, involving customers from different segments. The survey covered Dar es Salaam, Mwanza, Moshi and Arusha, areas in which BP operates. Findings from the study reveal that, anonymous challenges facing an oil industry in Tanzania have been an impediment in realizing CRM's benefits. Overall, CRM's significance can only be observed in an environment where players in the market are subjected to the same playing field. It is recommended that, the company should address the key issues of price and product availability, and also it should capitalize on application of modern IT capabilities it possesses so as to improve customer service. In the absence of these basics, an attempt by the company to install any CRM software may not yield the expected results.
Available in print form, EAF collection, Dr. Wilbert Chagula Library, class mark ( THS EAF HF5415.5.T34K9 )
Business Performance, Customer relationship management, Tanzania
Kyomo, M ( 2005 ) Understanding the significance of customer relationship management (CRM) in Business performance, Masters dissertation, University of Dar es Salaam, Dar es Salaam.