Impact Customer Service Delivery On Customer Relationship Management in Customer-Centric Service Firms.

Abstract

Research Aims: investigate the impact of customer service delivery on customer relationships management in customer-centric service firms in Nigeria.

Design/methodology/approach: mixed-method research design was employed, with an infinite population size focusing on customers from 19 selected retail stores across Lagos State. The Godden (2004) model sample size was used, determining a sample size of 246. Multistage sampling techniques were utilized, and primary data was collected through structured self-administered questionnaires, face-to-face, and telephone interviews. A total of 150 questionnaires were retrieved for analysis. Standard multiple regression (SPSS version 26) was used to analyze the quantitative data, while NVivo software version 12 was used for qualitative data.

Research Findings: the output from the tested hypotheses revealed that both predictor variables significantly explained the dependent variables. The hypothesis test at a 0.05 (5%) significance level did not support the formulated hypothesis that customer service delivery has no significant relationship with customer relationship management, with p<0.000. The variables jointly and significantly affected customer delivery (r=0.629, Adj. R2 =49%).

Conclusion: the study concluded that quick responses to customer needs and complaints, effective and efficient order processing, and the provision of technical support are essential components for building customer relationships.