A Dissertation Submitted in Partial Fulfillment of the Requirements for Award
of Master Degreein Business Administration (Corporate Management) of
Mzumbe University
This study was carried out to assess the effects of customer relationship management
on customer satisfaction in water supply and sanitation services at MANAWASA. The
specific objectives of the study were to examine the influence of customer orientation,
knowledge management and information technology on customer satisfaction in water
supply and sanitation services. Also determine challenges facing MANAWASA in
implementing customer relationship management (CRM) activities.The study used
purposive sampling technique was used to select 78 respondents. The study employed
primary data and secondary data whereby questionnaire was used to gather
information whereby data were analyzed qualitatively and quantitatively. The study
findings revealed that MANAWASA actively responds to customers’ enquiries on
water services. The study also showed that MANAWASA apply customers’
information in the marketing planning. It was further pointed out that MANAWASA
uses computer system in delivering products /service to customer promptly and
reliably. Findings also indicated that MANAWASA staff have strong knowledge and
skills in using information technology.The study concludes that despite
MANAWASA has been actively in ensuring customer satisfaction, but the authority
faces somesetbacks in implementing CRM such as; inadequate training on CRM
among staff’smembers, lack of awareness on CRM, lack of adequate funds and lack
of leadership.It is therefore recommended that public organization should start
campaign and allocate funds on training their staff teams and start using CRM to
strategies on their market plan.