The Exploration the Customer Relationship Management Model and its Impact on Business Competitive Edge: A Case Study of Express Connections Limited

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Date

2013-06

Journal Title

Journal ISSN

Volume Title

Publisher

Daystar University, School of Business and Economics

Abstract

The study sought to explore the customer relationship management model and its impact on business competitive edge. It was guided by the following objectives; to explore the customer relationship management model and business competitve advantage, to compare the model at Express Conncetions Limited and the consumer relationship model, to identify the link between customer relationshipmanagement model and competitive advantage, and to identify how Express Conncetions Limited could use the CRM model and suggest ways in which the model could improve the organisation’s performance in the transport industry. Exploratory research design was used for this study and the target population for this study was the 300 Express Concections Limited employees. Purposive sampling technique was used in the selection of the sample size of 60 respondents. Primary data was collected using questionnaires. Statistical Package for the Social Sciences version 20.0 was used for data analysis. The findings the study showed that the quality of service to customers was good and that ECL did undertake training initiatives to both the management and the staff on aspects such as on code of conduct and appearance, customer service and communication. The company had very little control over the location of the bus terminus and it had made effort to ensure that the customers received their due value by creating a brand that could enable customers to differentiate and identify their services. The study concluded that CRM model is a strategy that can greatly improve the competitive edge of an organization. The study recommended that efforts should be made to gather information about the market and its needs so as to be in a position to offer services to their clients in a better and more profitable manner. The organization should also strive to increase the customer loyalty by ensuring that they consistently improve on the quality of service offered to the customer.

Description

MASTER OF BUSINESS ADMINISTRATION in Strategic Management & Finance

Keywords

customer relationship management mode, business competitive edge, Express Conncetions Limited

Citation

Mulwa, J. N. (2013). The Exploration the Customer Relationship Management Model and its Impact on Business Competitive Edge: A Case Study of Express Connections Limited. Daystar University, School of Business and Economics