Customer relationship management: a strategic marketing impetus for shopping malls in FCT-Abuja Nigeria

Abstract

The objective of this study is to investigate the extent to which the use of Customer Relationship Management as A strategic marketing impetus influences Service delivery of Shopping malls in FCT Abuja. Questionnaires and oral interviews were used as research instruments. 110 questionnaires were administrated to a non-probability convenient sample of 110 persons (including Sales Representatives, Relationship managers and Operation managers) selected from branches of 4 major shopping malls in Abuja (Jabilake Malls, Shoprites, Grand Tower Abuja Mall and The Dunes Centres) located in Abuja Metropolis. The method of data analysis used was simple percentage and Chi-square Distribution. Findings indicated that the adoption and successful implementation of Customer Relationship Management as strategic marketing impetus has a significant effect on the service delivery of Shopping malls in Abuja Nigeria. The study also revealed that shopping malls in Abuja should adopt Customer Relationship Management as strategic marketing impetus to gain competitive advantage. The study recommended that all Shopping Malls in Abuja Nigeria should adopt Customer Relationship Management as strategic marketing impetus to enhance robust service delivery to retain their existing and potential customers.