Assessment of the Effects of Customer Relationship Management in Customer Satisfaction”, A case of MasasiNachingwea Water Supply and sanitation Authority, Mtwara
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Mzumbe University
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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.
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.
Keywords
Water supply and sanitation services