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EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN THE NIGERIA FOOD INDUSTRY: A CASE STUDY OF SWEET SENSATION CONFECTIONERIES

Gbolagade, Adekola Sikirulahi, Adeyemi, Olajumoke Adedoyin

Abstract


Customer Relationship Management (CRM) evolved from marketing intending to satisfy customers with products and services through exchange processes better than competitors. Therefore, this study examined the effect of customer relationship management on customer satisfaction in the food industry in Nigeria. The study specifically determines the effect of effective communication on customer satisfaction in Sweet Sensation, examines the effect of customer complaint management on customer satisfaction in Sweet Sensation and also assesses the impacts of client responsibility on consumer loyalty in Pleasant Sensation.


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References


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