This research work titled evaluation of customer relationship marketing in the ABC transport industry (A study of ABC Transport Limited Enugu) was carried out with some of the following objectives.
Based on above objectives the researcher prepared two sets of wee structured questionnaires one for the management and relevant staff and the other for the customers of ABC Transport services within Enugu metropolis extensive literature review was carried out and sample size of 369 customers was determined using top mans formula.
The four hypotheses formulated were tested using chi-square and data collected were analyzed using tables percentage and frequencies.
Nome of the findings are:-
However their changes are considered by their customer to be low and their promotional strategies are effective for creating customer awareness of their services.
Based on the finding the researcher suggest among other that:
They should always remember that the customer is the king and the only survival especially in a competitive marketing environment with the use of effective and efficient customer relationship and marketing programmes which are both responsive an d responsible.
Transportation needs their own marketing strategies to attract a large market for the sustenance of a transport in order to attract maintain and retain customers there is need for transportation to practice customer relationship.
Kotter (2003:13) Sees relationship marketing as having the aim of building mutually satisfying long-term relation with key parties and customers in order to earn and retain their business. Marketers accomplish this by promising and delivering high quality product and services at fair prices to other parties overtime. It builds strong economic, technical and social among the parties. It cuts down on transaction cost and time in the most successful move from being negotiated each time to being a matter of routine.
Transportation should adopt agile management concept that focuses on the need to constantly and promptly meet the demand of the customer motivated by the spirits of enterprise and creativiting in handing the needs and requirement of the customers.
This is because the proliferation of transport now has given customers and staff choice in selection. Some looks for those that meets the standard.
To this effect marketing in transportation has been on the increase to create favourable image in the face of this customers sustain and build relationship for a respect patronage.
Customer relationship marketing according to Kotter (2000.52) enables companies to provide excellent real time customer service by developing a relationship with effective use of individual account information based on what they know about each customers companies can customize market offerings services programs massages and media.
Customer relationship marketing holds that a major driver of company profitability is the aggregate value of the company customer base.
One can make so bold as to say that if a company understands and practices relationship marketing and sustains same with effective customer relationship management the company will not only have life long partners but will have a larges share of their purchases customer efficiently and effectively.
Adirika (2006:257) He further noted that customer attraction refaction and maintenance should go hand in glove with customer identification as the multiple barreled approach to keeping life long beneficial relationship with customer. They are activities that are basically inflitioned and which if well co-ordinated lead to a synergy this includes transportation.
It is because of the importance of customer relationship in attracting retaining and maintaing customer that the researcher evaluate the customer relationship marketing practice of ABC transport Nigeria Limited Enugu.
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