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Customer Relationship Management Impact on Air Passengers Brand Preference

Author

Listed:
  • Olugbenga Ezekiel PEARSE

    (Department of Marketing, Lagos State University of Science and Technology, Ikorodu)

  • Olugbenga DABIRI.

    (Department of Marketing, Lagos State University of Science and Technology, Ikorodu)

  • Jude Imokhai AKHABA

    (Department of Marketing, Lagos State University. Ojo)

Abstract

Businesses are now implementing and using a variety of tactics to accomplish organizational goals, the one of the tactics which is customer relationship management (CRM), has recently come to light as a crucial and genuine tool required by enterprises to satisfy and retain their customers. The main objective of this study was to investigate customer relationship management impact on air passengers brand preference in Nigeria Airline industry. The research design used for this study was survey design. The sample size was 376 respondents using judgmental sampling technique. Taro Yamane formular was adopted which gave 399.99 approximated to 400 sample size. Hence 400 questionnaires were distributed but 376 were correctly filled in and found usable for this study. Primary data with reference to a well-structured and adapted questionnaire was used. The research tools used descriptively were mean and standard deviation and inferentially, analysis of variance (ANOVA) and ordinary least square (OLS) were used. Levene’s test of homogeneity was adopted with Durbin-Watson. Also Cronbach Alpha tests were carried out. The findings of this study revealed that both customer retention rate and net promoter score influence brand preference in Nigeria airline industry, hence this study concludes that both customer relationship management (customer retention rate and net promoter score) has impact on brand preference in Nigeria Airline sector. The study recommends that policymakers, directors and management of airlines together with students and researchers, that customer relationship management has impact on brand preference of air passengers in Nigeria.

Suggested Citation

  • Olugbenga Ezekiel PEARSE & Olugbenga DABIRI. & Jude Imokhai AKHABA, 2025. "Customer Relationship Management Impact on Air Passengers Brand Preference," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 4051-4072, June.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-6:p:4051-4072
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    References listed on IDEAS

    as
    1. Asier Baquero, 2022. "Net Promoter Score (NPS) and Customer Satisfaction: Relationship and Efficient Management," Sustainability, MDPI, vol. 14(4), pages 1-19, February.
    2. Daniel D. Prior, 2023. "B2B Customer Engagement Strategy," Springer Books, Springer, number 978-3-031-23409-5, December.
    3. Qing Yang & Naeem Hayat & Abdullah Al Mamun & Zafir Khan Mohamed Makhbul & Noor Raihani Zainol, 2022. "Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach," PLOS ONE, Public Library of Science, vol. 17(3), pages 1-23, March.
    4. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
    5. Andy Chin Woon Fook & Omkar Dastane, 2021. "Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis," Jindal Journal of Business Research, , vol. 10(1), pages 7-32, June.
    6. Sven Baehre & Michele O’Dwyer & Lisa O’Malley & Nick Lee, 2022. "The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 67-84, January.
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