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Consumer Relationship Management and Its Effect On Organizational Performance Within the Telecommunication Industry of Ghana

Author

Listed:
  • Leslie Ofoe Amegavie

    (Jiangsu University, China.)

  • Naa Morkor Dzormo Mensah

    (Jiangsu University, China.)

  • Afako Jephthah Kwame

    (Jiangsu University, China.)

Abstract

Customer relationship management (CRM) is a practice which is being adopted by many industries because businesses are shifting from being profit oriented to customer oriented. Recently, CRM has been an area of interest for researchers thus; it has yielded a significant number of studies. However, results are often unclear and this may be attributed to the strong disagreement regarding the exact domain of CRM (Rigby, Reichheld, and Schefter, 2002). It is on these grounds that this study was conducted to contribute to existing literature on CRM and its effects on performance in the telecommunication industry of Ghana. Some explanations are made on the role and relationship between CRM and Organizational Performance. The study is quantitative in nature and a linear regression model was used to assess the effect CRM has on Organizational Performance. A significant finding made from the study was that CRM if well implemented has a positive effect on the performance of an organization. An important recommendation made is, industries should improve on their CRM practices since it improves their Organizational Performance.

Suggested Citation

  • Leslie Ofoe Amegavie & Naa Morkor Dzormo Mensah & Afako Jephthah Kwame, 2019. "Consumer Relationship Management and Its Effect On Organizational Performance Within the Telecommunication Industry of Ghana," European Journal of Business and Management Research, European Open Science, vol. 4(6), November.
    • Handle: RePEc:epw:ejbmr0:v:4:y:2019:i:6:id:50166
    DOI: 10.24018/ejbmr.2019.4.6.166
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