Customer relationship management (CRM) and consumer buying behavior (CBB): case study of Uchumi Super Market Main Branch, Kampala

Simple item page
dc.contributor.authorJulius, Opus
dc.date.accessioned2020-07-23T09:48:18Z
dc.date.available2020-07-23T09:48:18Z
dc.date.issued2012-05
dc.descriptionResearch 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 Universityen_US
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://hdl.handle.net/20.500.12306/10672
dc.language.isoenen_US
dc.publisherCustomer relationship management (CRM) and consumer buying behavior (CBB): case study of Uchumi Super Market Main Branch, Kampalaen_US
dc.subjectCustomeren_US
dc.subjectRelationshipen_US
dc.subjectManagementen_US
dc.subjectConsumeren_US
dc.subjectBuying behavioren_US
dc.subjectKampalaen_US
dc.titleCustomer relationship management (CRM) and consumer buying behavior (CBB): case study of Uchumi Super Market Main Branch, Kampalaen_US
dc.typeOtheren_US
Files
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Bachelor of Business Administration (BBA)