Research Paper
Year: 2020 | Month: September | Volume: 7 | Issue: 9 | Pages: 209-224
Impact of Customer Relationship Management on Marketing Performance of Selected Gas Stations in Adamawa State
Racheal Amos Musa1, Mohammed Nasiru2
1Department of Marketing, Adamawa State University, Mubi
2Department of Business Administration, Adamawa-Nigeria
Corresponding Author: Racheal Amos Musa
ABSTRACT
How lack of gas quality monitoring along the distribution chain makes it hard to isolate and identify the source of problems (such as dumping illegal gas during gas distribution) when non-conforming gas are found at retail gas stations. The aim of this study is to examine the impact of customer relationship management on marketing performance of selected gas stations in Adamawa State. The study adopted descriptive research design; the population of this study comprises selected gas station in Adamawa State covering 153 gas stations. The instrument used for collecting data from the respondents is the questionnaire, and the data collected from the respondent was analyzed using percentage analysis, while hypotheses were tested using Pearson Correlation. The result shows that there is significant relationship between variables of the study since (r = 0.96 and 0.95, P < 0.05, df = 1). The result, revealed that sometimes their customers are not happy with the gas station operating hours because, at times they close earlier than expected from customers, also the management failed to give intrinsic rewards (e.g., employee job satisfaction, sense of achievement) for employees is not considered as a critical factor for attaining the gas station’s quality objectives. The study therefore, recommends that management should consider increasing their operations hour compare to the normal hours of their operation, because some of the customers complained about the early closing hours not convenient for them, some of the customers prefer going to gas station 8:00pm and above, also there is need for the management to develop strategy that will recognize employees motivation (e.g., employee job satisfaction, sense of achievement), because motivated employee is a resourceful to the gas station, it will make employees to work with the management towards attaining the gas station’s quality objectives and ensuring that product quality control of the gas station adhered to the require standard.
Keywords: Customer, management, marketing, performance and relationship.
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