INFLUENCE OF CUSTOMER RELATIONSHIP ON PERFORMANCE OF GRAINS PROCESSING INDUSTRIES IN ELDORET TOWN
Abstract
The main aim of the current study was to establish the influence of customer relationship management on the performance of Grains processing industries in Eldoret Town Kenya. Consumer behavior theory was used in the study. The study adopted descriptive research design. Target population of the study was 105 employees from the grains industries within the Eldoret town. Stratified random sampling technique was used to select 83 respondents to participate in the study. The main data collection instrument used in the study was structured questionnaires. Statistical package for social sciences (SPSS) was used to analyze data collected. The researcher found out that Customer relationship management had a positive and statistically significant influence on performance of grain processing industries. The study concluded that proper customer relationship management enhances performances of grains processing industries. The study recommended implementation of customer relationship management by grains industries in order to improve their performances. The study also provided room for future studies to be undertaken in other sectors.
Key Words: performance, customer relationship management, grains processing industries
CITATION: Rotich, Z. C., & Musau, E. G. (2019). Influence of customer relationship on performance of grains processing industries in Eldoret Town. The Strategic Journal of Business & Change Management, 6 (2), 1360 –1368.
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DOI: http://dx.doi.org/10.61426/sjbcm.v6i2.1159
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