An Investigation on the effectiveness of customer relationship management strategies on customer retention: A case study of Fastjet Airline at J.M. Nkomo Airport

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.