Abstract: Companies now face more challenges as the turbulence in the environment continues. Getting and maintaining loyal customers for higher organizational performance is critical for survival and growth. This study aimed at identifying the effect of the customer relationship marketing on organizational performance in the crop protection industry, with a case study of RealIPM Company. There have been prices adjustments due to competition, promotional material and rebranding and all this efforts are part of the processes that help in building long term relationships with the customers and by nature of it, it only serves as a short term strategy to attain competitive advantage. The specific objectives were to establish the effect of customer relationship processes, investigate the effect of customer loyalty and examine the effect of brand values on organizational performance. This study was anchored on commitment-trust theory, customer loyalty theory and brand values theories. The study adopted descriptive research design. The target population was 185 employees from which a sample size of 55 respondents was selected using stratified sampling technique. The instrument of data collection used was the questionnaires. Collected data was analysed using descriptive statistics carried out included the mean, median, mode and standard deviation. Inferential statistics were also carried out to enable generalization of the findings. Regression analysis and ANOVA were carried out. Qualitative data was presented in the form of descriptive notes while quantitave data was presented in the form of tables and figures. From the findings, customer relationship process, customer loyalty and brand value were found to have a positive and significant influence on organizational performance. A unit change in customer relationship process, customer loyalty and brand value lead to 0.768, 0.722 and 0.504 units of positive change respectively on organizational performance. It was concluded that customer relationship marketing is important for organizational performance and therefore the study recommends more investment on research and development on ways to make the relationship with customers to last as long as possible. In addition, the organization should express appreciation and reward employees as well as loyal customers through solid reward programmes. Channels of communication should also be widened to use of technology available for fast response and brand value growth. Organizations should also embrace the international standards and guidelines on production of quality products to gain brand value from their customers and be able to compete effectively.
Keywords: Customer Relationship Processes, Customer Loyalty, Brand Values, Commitment-Trust Theory.
Title: CUSTOMER RELATIONSHIP MARKETING AND ORGANISATIONAL PERFORMANCE IN CROP PROTECTION INDUSTRY: CASE OF REALIPM LIMITED COMPANY IN KENYA
Author: Peter Nkanata Muriungi, Dr. Mary Ragui
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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