CHAPTER ONE
INTRODUCTION
- Background of the study
Customer relationship management is a very new dimension in marketingcustomer relationship had not been fully explored in the areas of very small scale business like kiosk where convenience product are sold.
Customer relationship management is a marketing strategy that ensures the acquisition and retention of most profitable customer using.The most effective approach (Kanti and Duxt,2014).the positive growth of the retail sector implies the role of effective marketing in terms of increasing opportunities for micro businesses growth that translate to useful contribution to gross national product (GNP) in Nigeria . Customer retention has been advocated as an easier and more reliable source of superior performance ( Rachael and Sasser, 1990).
However it has become a common knowledge that the value of all customers is not the same 80/20% rules prevails were by we learned that 20% of customer generate more than 80% of revenues for more small business. This implies that customers segmentation is impotent at retail level even in a more informal way of behavioral bases ( Rachael Szeghyy, 2015),mentioned that the primary goal of customer relationship management is to retain customer loyalty.
The new paradism asserts that intelligent marketing should view existing customers as a tremendous growth opportunity. katakata and Robinson (2000) argues that a firm strategy should focus on to find and retain the most profitable customer instead of just providing superior sector. The basic approach of customer relationship management that may be available at small retail firm that deal basically on customer orientation and knowledge based on relationship dimension(Mohamed and Rashid). Customer orientation can be achieved through a positive relationship between customer and sellers research that support orientation leads to increase in organizational performance (Asilaha 2010). Knowledge based customer relationship because marketers can make use of existing knowledge about their customers to attend or meet their various need. Customer orientation is to increase customer long-lasting satisfaction and to create customer (Muhamed and Rashed, 2012)
The foot print of the study is to examine how customer relationship management impact on the performance of small retail business that deals with confectionaries and other items basically use by house hold