CUSTOMER RELATIONSHIPS MANAGEMENT STRATEGY AND BUSINESS PERFORMANCE IN PWC CONSULTING SERVICES

Abstract

This study examines the relationship between Customer Relationship Management (CRM) practices and customer satisfaction within e-commerce organizations in Lagos State. The research aims to assess the effects of customer acquisition strategies, determine the effectiveness of customer retention tactics, evaluate the influence of customer service interactions, examine the role of self-service features, and assess the impact of social media engagement on customer satisfaction. Utilizing a survey methodology, 120 questionnaires were distributed, with 117 valid responses analyzed using SPSS. The analysis involved frequency, simple percentages, graphs, and tables, and Pearson Product Moment Correlation was employed to test the hypotheses at a 0.05 level of significance. The findings reveal that all CRM components—CRM Technology, CRM Business Process, CRM Customer Orientation, and CRM Knowledge Management—significantly predict business performance, with knowledge management exerting the strongest influence. Based on these insights, the study recommends that e-commerce firms in Lagos should implement targeted marketing campaigns utilizing data analytics to enhance customer acquisition, develop robust loyalty programs, and continuously gather and analyze customer feedback to refine retention strategies. These recommendations aim to optimize CRM practices, thereby enhancing customer satisfaction and overall business performance.