Customer relationship management and consumer buying behavior: a case study of Shoprite stores Kampala - Uganda
Loading...
Date
2014-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala international University, College of Economics and Management
Abstract
The purpose of this research was to examine the relationship between customer relationship management and consumer buying behavior in Shoprite Stores in Kampala District. The study was guided by four objectives namely, determining the demographic characteristics of respondents, the level of customer relationship management, level of consumer buying behavior and determining whether there was a significant relationship between customer relationship management and consumer buying behavior in Shoprite Stores in Kampala District. The study comprised of a population of 100 respondents, and a descriptive research design was used to collect data from 72 respondents using self-administered questionnaires as the main data collection instrument. The level of customer relationship management was generally high (mean=3.02) which implied that Shoprite Stores has improved on the quality of products and services and this has increased their relationship with the customers, the level of consumer buying behavior was also generally high (mean=2.90) and the two variables are positive and significantly correlated ( r-value=.578 and sig=0.002), this means rejecting the null hypothesis that there was a significant relationship between customer relationship management and consumer buying behavior in Shoprite Stores in Kampala District. Arising from the findings, appropriate recommendations and areas of further research were made. Recommendations based on findings were that; the management of Shoprite should always respond to customers complaints positively in order to create a good relationship with their customers, should always introduce customer royalty programs in order to create a good relationship with their customers and should improve on the quality of products and services rendered to customers. The researcher identified the areas that need further researcher and these were; effective communication system and consumer buying behavior at Shoprite Stores, quality product service and consumer buying behavior at Shoprite Stores and Customer loyalty program and consumer buying behavior at Shoprite Stores.
Description
A Research Report Submitted to the College of Economics and Management in Partial Fulfillment of the Requirement for the Award of a Bachelor’s Degree in Business Administration (Marketing) of Kampala International University
Keywords
Customer relationship management, Consumer buying behavior, Shoprite stores Kampala, Uganda