Customer Relationship Management and Customer Retention of Pharmaceutical Store in South East, Nigeria

• Post by: airjournals
• March 22, 2024
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Authored by
Odike, J. C.^a, Egele A. E.^b & Uzor, J. U.^c
abcDepartment of Marketing, Ebonyi State University, Abakaliki, Nigeria

Abstract The study evaluated the customer relationship management and customer retention of pharmaceutical store in South East, Nigeria. The specific Objectives were to: examine the relationship between customer care reports and incentive loyalty; evaluate the relationship between customer satisfaction and gathering of customer feedback often of pharmaceutical store in South East, Nigeria. The area of the study was the South East, Nigeria. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire.  A total population of three hundred and forty-five (345) staff was used.  The whole population was used due to small number.  298 staff returned the questionnaire and accurately filled. Data was presented and analyzed using Likert Scale and the hypotheses using Pearson correlation coefficient (r). The findings indicated Customer care reports had significant positive relationship with the incentive loyalty (r=.684 < .921, p. >.05). Customer satisfaction had significant positive relationship with the gathering of customer feedback of pharmaceutical store in South East, Nigeria (r=.521< .810, p.>.05).  The study concluded that customer care reports and customer satisfaction had significant positive relationship with incentive loyalty and the gathering of customer feedback of pharmaceutical store. The study recommended among others that the management of pharmaceutical stores should endeavour to implement Customer reports for critical setting and meeting of customer expectations. Keywords: Customer Relationship Management; Customer Retention; Pharmaceutical Store; South East