The Effectual use of Customer Retention as a Tool of Customer Relations Management Strategy: A Study of Mtn, Airtel, Glo And Etisalat Communication Customers in UYO Metropolis
This study was carried out to investigate Customer Relations Management (CRM) strategy on customer retention in four (4) telecommunication service providers (MTN, Airtel, Globacom and Etisalat) within Uyo metropolis in Akwa Ibom State. The objectives of this study were to identify if there was an existing/significant relationship between CRM and customer retention, and to identify the various customer relation tools used in enhancing customer retention in these telecommunication companies in Uyo metropolis. To achieve these objectives, three hypotheses were formed and tested. Relevant data for this work were collected from both primary and secondary sources. A survey research design method was used and the instrument used in collecting data was the questionnaire. A sample size of 1000 out of 1200 was drawn from the study areas and this constituted the population of the study. Chi-square was used as a statistical tool to test the hypotheses. Findings from this study showed that telecommunication companies employ the use of various CRM tools in enhancing customer retention ranging from friendly customer service/prompt solution to network problems to free gift items/bonuses to customers. Also, the study revealed that there was a significant relationship between CRM and customer retention. On the basis of these findings, it was recommended among others, that the mobile operators should efficiently and effectively implement the use of appropriate customer relations management (CRM) strategies if they are interested in achieving customer continued patronage, loyalty and further retention.
