Customer relationship management (CRM) and consumer buying behavior (CBB): case study of Uchumi Super Market Main Branch, Kampala
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Date
2012-05
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Customer relationship management (CRM) and consumer buying behavior (CBB): case study of Uchumi Super Market Main Branch, Kampala
Abstract
The concept of customer relationship management and buying behavior is not new to
the business organizations. In the present business scenario, both of these concepts
have become a necessary part of the businesses due to the increasing demand of these
concepts in global market. Better implementation of CRM in an organization provides
competitive advantage to the customers. Alongside this discussion, CRM process is an
important tool to retain customers for a long period and this process is used by many
companies. Different drivers are there to attract and retain customers for a long-period.
In order to better analyze the issues at hand, this study was guided by four main
objectives. The first was to evaluate the need of the origin and role of CRM. The second
objective was to understand Uchumi's CRM model to understand future research
opportunities. The third objective was investigating the theoretical framework and
model related to CRM and consumer's buying behavior and interrelationship of both of
these concepts. The final objective was to study the role of successful CRM process and
its importance to help in cross functional activities of Uchumi. Based on the
characteristics of the study, the research was conducting by using both qualitative and
quantitative perspectives. This research used case study strategy, semi structured
interviews and questionnaire. Throughout the study data was collected by using
different methods which reflected that triangulation was largely utilized in research. A
thematic approach was used to analyze the result from structured interviews and
structured questionnaires. It is because I believed that it is only the best way to
analyzing qualitative information. Research findings suggest that CRM has a large
impact on consumer buying behavior. If Uchumi understands this concept, it can easily
earn several benefits in the long-term. It is find that regular interaction with consumers,
27 /4 hour CRM services, brand value, goodwill and reputation are some factors that
helps in changing the buying behavior of the customers. In addition, this research
highlighted the relation between research findings and objectives and provides
recommendations like implementation of security mechanism, reducing queuing time of
consumers, etc.
Description
Research dissertation submitted to the College Of Economics and Management Sciences in partial fulfillment of the Requirements for the Award of a Degree of Bachelor of Business Administration of Kampala International University
Keywords
Customer, Relationship, Management, Consumer, Buying behavior, Kampala