This study looked at Customer
Relationship Management at OK Zimbabwe Limited in Bulawayo Metropolitan
Province as a customer retention tool. The study examined why current clients
should be cared for by organisations. The mixed research design was used as a
customer retention instrument to allow an in-depth qualitative establishment of
Customer Relationship Management. In the collection of a sample of 91
respondents from a target population of 303 potential respondents, convenience
and deliberate sampling strategies were used. For data collection, a
questionnaire and an interview guide were used. Customers replied to an online
survey questionnaire when interviews were attended by executives and marketing
officers. Thematic knowledge review showed that Bad Customer Relationship
Management implementation has led to the loss of market share, growth and
profitability. Although managers had a theoretical idea but lacked
implementation, Till operators lack basic information about the function of
Customer Relationship Management. The findings also showed that the lack of
Customer Service Managers made it impossible for the divisions at branch level
to deal with or handle customer complaints. In terms of technology, OK Zimbabwe
Limited still lags behind and relies on manual papers. The analysis suggests
that OK Zimbabwe Limited Sources of adequate equipment, regular working hours
for all employees, network management, training facilities for all employees,
including managers, decentralisation of procurement, maintenance,
decentralisation of information and technology in the Southern and Northern regions
to minimise the workload at headquarters
Author (s) Details
Dr. Vusumuzi Sibanda
Graduate School of Business, National University of Science &
Technology, P.O. Box AC Ascot, Bulawayo, Zimbabwe.
Vusumuzi Sibanda
Graduate
School of Business, National University of Science & Technology, P.O. Box
AC Ascot, Bulawayo, Zimbabwe.
View Book :- https://bp.bookpi.org/index.php/bpi/catalog/book/276
No comments:
Post a Comment