Reporting a Case Study on Customer Relationship Management as a Customer Retention Tool: OK Zimbabwe Limited

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Reporting a Case Study on Customer Relationship Management as a Customer Retention Tool: OK Zimbabwe Limited

October 3, 2020 Economics and Management 0

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

 

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