CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY IN FAST FOOD RESTAURANT IN BENIN CITY

ABSTRACT

This study aimed to investigate the impact of customer relationship management on the loyalty of customers in fast food restaurants in Benin City. The objectives of the study were addressed by posing four research inquiries, each corresponding to a key component of the customer relationship marketing mix, namely, trust, communication, commitment, and conflict resolution. A sample of 385 respondents was utilized for this research, equal to the number of questionnaires distributed. From these, 300 responses were collected and subjected to statistical evaluation, through descriptive statistics and regression analysis. The analyses revealed the following: Trust exhibited a notable correlation with customer loyalty within the context of Benin City's fast food industry. The same significant association was observed between communication and customer loyalty. Commitment also indicated a substantial link with customer loyalty among fast food patrons. However, conflict resolution demonstrated no substantial connection with customer loyalty in the said setting. Based on these discoveries, several recommendations were proposed: Fast food establishments should consistently sustain high levels of trust in their product quality and service delivery to foster customer loyalty. They should also uphold a robust commitment to their service delivery processes, enhancing perceived reliability among customers. Operators must guarantee efficient and prompt communication regarding various facets of their product offerings and service delivery. Additionally, they should endeavor to enhance their conflict resolution mechanisms to ensure significant loyalty from their customers towards their products and services.