IDEAS home Printed from
   My bibliography  Save this article

Executing A Customer Relationship Management Programme In An Emerging Market: An Empirical Approach


  • Akinyele Samuel Taiwo

    () (School of Business, Covenant University, Nigeria)

  • Olorunleke Kola

    () (Dept. of Business Administration,Adekunle University, Akungba)


Retail financial services in all markets, including emerging markets, are undergoing major transaction, driven by change, deregulation and customer sophistication. Customer service and specifically relationship management in particular, are crucial to attaining a sustainable competitive advantage in the marketplace. The execution of a one- to- one programme within an emerging economy is the focus of this paper, specifically in the financial services environment. The steps in the execution of customer relationship management (CRM) as proposed by Peppers, Rogers and Dorf (1999b) are examined and the effect on customer service in an emerging market is investigated. The findings indicates that there are positive associations with these steps and customer service.

Suggested Citation

  • Akinyele Samuel Taiwo & Olorunleke Kola, 2013. "Executing A Customer Relationship Management Programme In An Emerging Market: An Empirical Approach," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 17(1), pages 46-54, May.
  • Handle: RePEc:but:manage:v:17:y:2013:i:1:p:46-54

    Download full text from publisher

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:but:manage:v:17:y:2013:i:1:p:46-54. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Cosmin Catalin Olteanu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.