Customer Relationship Management and Customer Retention in the Nigeria Broadcast Industry

The Mediating Influence of Customer Satisfaction

Abstract

Studies on the CRM phenomenon have been approached from either the customer perspective or customer perspective. Evidence from literature however show that CRM is a management tool for engaging customers hence this study was based on CRM as a tool for involving and customers for better satisfaction and retention. Four independent variables: customer orientation, customer data, customer information processing; one mediator variable: customer satisfaction; and one dependent variable: customer retention were used in the study as gleaned from literature. To achieve the aim of this study, a cross-sectional survey was undertaken with the employees of broadcast firms in southeast Nigeria. All the staff of identified broadcast organisation in Southeast Nigeria: federal, state and private constitute the population which is unknown. Population of the study was unknown hence we used the statistical sample size formula for unknown population to arrive at a sample of 550 respondents. The primary information was collected with structured questionnaire distributed to the respondents physically and online via select employee platforms majorly the WhatsApp social media platforms in the select broadcast organisations. A total of 402 respondents returned valid and usable responses which amounted to approximately 73.1% response rate. The data collected were analysed with Mediation analysis with the aid of JASP software version 1.13.0.0, while the preliminary analysis was with the SPSS version 25 software. The results of the analysis showed that there is a direct statistically significant positive relationship between customer orientation, customer information processing, and ease of use and customer retention. Customer data relationship with customer. The analysis also show the four IVs have significant indirect relationship with customer retention. Based on the findings, we recommend that managers of broadcast organisations take necessary steps to utilise the various CRM techniques to enhance customer satisfaction and retention.