| dc.creator |
Phiri, Neema |
|
| dc.date |
2020-04-01T10:10:07Z |
|
| dc.date |
2020-04-01T10:10:07Z |
|
| dc.date |
2013 |
|
| dc.date.accessioned |
2021-05-05T08:08:25Z |
|
| dc.date.available |
2021-05-05T08:08:25Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/2951 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/2951 |
|
| dc.description |
A Dissertation Submitted in Fulfilment of the Requirements for Award of the Degree of Master of Business Administration (MBA) of Mzumbe University |
|
| dc.description |
This research study aimed at assessing application of customer relationship management and its impact on customers’ satisfaction. Specifically, the study assessed the extent to which application of CRM functional, social and emotional values has an impact on customer satisfaction and determines the relationship between application of customer relationship management and overall customer satisfaction.
The study can be regarded as a combination of explorative and descriptive research design because it has tried to explore application of CRM and describe its relationship with the overall customer satisfaction in which quantitative data were collected from a sample of 247 respondents who were randomly selected from the population sample. Data analysis was done by SPSS program where frequency tables and cross tabulations were used to display the findings.
Research findings of the study revealed that mobile network service providers use superior service and products delivery to their customers, consistent quality of service, and the level of confidence customers have towards offerings of services and products which improves the ways they are perceived by customers and which has positive impact on overall customers’ satisfaction. It further revealed that CRM has improved time taken in attending reported cases, confidentiality, fits company need of maintaining relationship with customers as well as useful input for decision making.
The study concluded that having CRM in place itself does not guarantee the company competitive advantages unless it uses the CRM information for decision making as well as resolve reported case within the reasonable time.
It was recommended that mobile telecom service providers should strengthen their customer relationship management strategies that will capture customers’ perceptions of their service offerings. It should also improve the way customers can have direct access to CRM by enhancing customization |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Customer Relationship Management, Customers’ Satisfaction |
|
| dc.title |
Application of Customer Relationship Management and its Impact on Customers’ Satisfaction: A Case of Mobile Telecom Service Providers in Tanzania |
|
| dc.type |
Thesis |
|