THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN UPTIMIZING CUSTOMER SATISFACTION (CS)

This study objects towards crystallizing the essence of CRM as a competitive tool in providing customer satisfaction across a broad spectrum of customer interface platforms. Theories in the literature of marketing psychology examined provided insight into understanding the customer behaviourally in his purchase motives and actions. These include the theories of cognitive consistency (Engles, et al, 1986), theories of perceptual vigilance and defense as they relate to screening out of undesired information and accepting likeable ones that creates ‘good feelings’ and ‘pleasant experience’ at product use. Other theories examined include: the social judgment theory [1] and the expectancy and disconfirming theory (Oliver, 1980) which is a theory of satisfaction. It expresses the belief that customers make purchases with the goal that products will deliver to expectation at consumption. The former is attitude-based and categorizes buyer attitudes into 3 dimensions of latitude: acceptance, rejection and non-commitment. Extant literature reviewed provides insight into CRM process and techniques in creating customer satisfaction through effective CRM programmes, value delivery, customer loyalty and effective complaint handling techniques. Recommendations are to the effect that CR officers undergo periodic customer care training and CEOs should evolve a system of stimulating the creative potentials of front desk officers. Others include adopting CRM practices as a working ideology to be infused throughout all functional areas of the business. Finally, the paper recommends a bi-annual convention which will enable better connection and synergy with valued clients.