Enhancing Sales Performance through Customer Relationship Management of Coca-cola Products in Delta State

Abstract

This study aimed at the influence of customer relationship management on the sales of coca-cola products in Delta State. The design adopted for this study is the descriptive design. Descriptive research is the collection and interpretation of data. Information was collected by asking a good number of people sampled from the population with known backgrounds on the questions. The population used for this study is all customer relationship management on the sales of products: a status of Coca-Cola Company). Convenience sampling is a simple approach where a sample is selected according to the convenience of the researcher. This convenience may be concerning the availability of demand and accessibility of the elements. Participation in the survey was voluntary and only a member of the research team was present to administer the confidential questionnaire. The research instrument used for the data collection was the structured questionnaire of four (4)-point Likert-type rating scales. The questionnaire items were generated from the research questions. In all sections, the respondents were required to tick the column provided for the independent respondents. The primary data is the inferences drawn from the results of the survey which is conducted among 200 employees. The study concluded that; Customer relationship management has a favourable impact on an organization's success, according to the study. The organization's continuous improvement will be determined by how successfully the customer relationship is managed and how satisfied consumers are with the level of service they receive. Based on the study the following recommendations were made; Organizations, particularly flour mills, must maintain a positive relationship with their clients to maintain a competitive advantage. Employees must also exhibit commitment and loyalty to the strategy's success. The report also suggested that all staff receive training and development aimed at fostering long-term customer relationships regularly.