https://cris.library.msu.ac.zw//handle/11408/214 2026-05-24T23:52:06Z https://cris.library.msu.ac.zw//handle/11408/7036 Title: An Investigation on the effectiveness of customer relationship management strategies on customer retention: A case study of Fastjet Airline at J.M. Nkomo Airport Authors: Chikara, Sharon Abstract: Customer relationship management (CRM) in today’s business environment it has become one of the most controversial issue and it is also considered by various marketers as an important factor in business but its executive is still concealed in the Airline industry in Zimbabwe. This study involves investigating the effectiveness of customer relationship management strategies on customer retention a case study of Fastjet airline private limited at J.M.Nkomo airport. The focus was on customer relationship management strategies which are customer relationship identification, quality customer services and responsiveness and their influence on customer retention. The objectives which were used to guide the research were assessing the effectiveness of customer relationship identification on customer loyalty, exploring effectiveness of quality customer service on repeated purchase and examining the effectiveness of responsiveness on customer satisfaction. The researcher used questionnaires for collecting data which was all done online due to Covid 19 regulations. A sample of 109 corporate customers were given questionnaires to respond. Casual research design and descriptive research design were used in this study. SPSS software version 20 was used for data analysis. The results which were drawn from the correlation analysis they exhibit the significant relationship between CRM strategies and customer retention. The researcher recommended that Fastjet airline it can take into consideration the implementation of customer relationship management through adopting these strategies which are customer relationship identification, quality customer service and responsiveness so as to retain customers. This study conclude up with some recommendations for further researches on other researchers. 2021-01-01T00:00:00Z Chikara, Sharon https://cris.library.msu.ac.zw//handle/11408/3937 Title: The influence of social media interactions on brand equity: A case of Old Mutual Zimbabwe Authors: Maliti, Bright M Abstract: The development of social networks has transformed the communication landscape; companies are no longer co-creators of marketing information as consumers have been empowered to share their experiences with several online peers. After an economic melt-down, several financial service companies operating in Zimbabwe are facing hardships in regaining customer’s confidence and this has engendered transitory investments as well as under-capitalisation. This study aims to determine the influence of social media interactions on customer based brand equity within the context of financial services offered by Old Mutual Zimbabwe. The study will focus on evaluating the effects of various social media elements (user generated content, firm generated content and e-fluentials) on customer based brand equity constructs (including brand loyalty, awareness and brand image). Research study was guided by the following objectives; to determine the effects of firm generated content on brand awareness and to establish the effects of e-fluentials on brand image. In this study the researcher administered 50 questionnaires to customers and interviewed social media consultants for Old Mutual Zimbabwe so as to obtain contemporary data about the effects on social media interactions on customer based brand equity. Research findings indicated that, user generated content, firm generated content and e-fluentials significantly affect customer brand equity. 2016-01-01T00:00:00Z Maliti, Bright M https://cris.library.msu.ac.zw//handle/11408/3878 Title: The effectiveness of Personal Selling on company performance. A case of C.T. Bolts Authors: Chiwerera, Dareen Anesu Abstract: The research conducted was to investigate the effectiveness of personal selling on company performance of Zimplow Holdings ltd t/a C.T. Bolts. The company was facing a diminishing trend in its sales and hence management took a decision to refocus its efforts on personal selling so as to improve the firm’s performance. Objectives of the study were to explore the effects of sales presentation on market share, to examine the effects of sales presentations on sales volume and to establish the effects of handling objections on customer loyalty The study was conducted in Bulawayo on C.T. Bolts customers, employees and management. After adopting a sample size of 55 respondents, the researcher administered questionnaires and face to face interviews to the respective parties. The results of this study were presented using pie charts and bar graphs after the analysis of the data was done through SPSS and interpreted using mean and percentages. Findings in the study, were gathered and supported by primary and secondary data. The researcher obtained this data during the course of the research. Findings showed that prospecting has a positive effect on market share of the company. The research also uncovered that, sales presentations effective on increasing sales volume of the company, where sales persons adapt their presentation in order to convince customers to make a purchase. Lastly, handling objections results in customer loyalty because it involves communication and assistance to the customer, which provides a great sense of service quality. Therefore, the researcher recommended that C.T. Bolts may adopt training salespersons on adapting their presentations so as to conform to different selling situations. More so, management may also consider investing more time in prospecting as it increases the customer base. Lastly, the researcher suggested that salespersons address consumer queries quickly so as to maintain a positive perception on service quality. 2018-05-01T00:00:00Z Chiwerera, Dareen Anesu https://cris.library.msu.ac.zw//handle/11408/3754 Title: The impact of corporate branding on company performance: a case study of Olivine industries Authors: Chiwanza, Wendy Abstract: The research looked at the impact of Corporate Branding on company performance, a case of Olivine Industries Zimbabwe. The study focused on corporate branding in terms of brand name, promise, association and personality and assessed their impact against company measures of market share, customer acquisition, repeat purchase and profitability. The study was guided by four major objectives namely (1)Past research had focused more on financial measures of company performance so the researcher incorporated non-financial measures and applied to an African context particularly a Zimbabwean economy existing in a highly strained macroeconomic environment. An explanatory research design was used together with structured questionnaires administered to 100 customers at 2 outlets for the company’s major distributors and 6 distribution and sales managers. The study found that the corporate brand of a company can raise the performance of individual brands to the level of the company performance in the market. The research also noted individual brands can outperform a corporate brand. The study recommends the usage of corporate branding on low performance products and maintains the high performance product brands as part of the company brand mix 2019-01-01T00:00:00Z Chiwanza, Wendy