Customer Relationship Management and Performance of Agro¬business Organizations in Uganda: A Case Study of Green Firm Africa-Uganda Limited in Kabale Municipality.
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Date
2022
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Kabale University
Abstract
The study focused on customer relationship management and performance of agro-business organizations in Uganda a case study of green firm Africa-Uganda Limited in Kabale Municipality. The objectives of the study were; to find out the role of customer relationship management on the performance of agro-business organizations, to examine the factors for the performance of agro-business organizations, and to assess the relationship between customer relationship management and the performance of agro-business organizations. A descriptive study design was used and data was collected using interviews and questionnaires. The study findings on the roles of customer relationship management on the performance of agro-business organizations were; that customer relationship management leads to increased client satisfaction as well as a more profitable and effective business organization, customer relationship management leads to increased goodwill, better products and service delivery, customer relationship management increases customer service while simultaneously lowering expenses, waste, and complaints, customer relationship management also enables real-time market research and customer relationship management ensures immediate feedback on the organization's product and services. The study findings on the factors for performance of agro-business organizations were; increased organizational efforts lead to organizational performance, employee satisfaction leads to organizational performance, and quality of services can lead to organizational performance. The study findings on the relationship between customer relationship management and the performance of agro-business organizations were; customer relationship management strategy enables an organization to recruit and retain profitable clients who benefit the organization, customer relationship management leads to improved targeting of profitable consumers which enhances the performance of agro-business organizations, customer relationship management leads to reduced direct cost of marketing leading to business performance, customer relationship management leads to relationship building between the business owners and customers which leads to increased sales hence performance and customer relationship management leads to customer loyalty and brand values are built and enhanced through marketing strategies. The study recommended that Africa-Uganda Limited needs to continue identifying and improving customer relationship management processes and other factors that have an impact on organizational performance and this will need to invest more in research and development on ways to make the relationship with customers last as long as possible to enhance organization's performance.
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Citation
Muzoora, Alleluyah (2022). Customer Relationship Management and Performance of Agro¬business Organizations in Uganda: A Case Study of Green Firm Africa-Uganda Limited in Kabale Municipality. Kabale: Kable University.