Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited

Michael Oyenuga,Ruth Angbazo Andah,Alice Ukeh Agabi,Marcus Garvey Orji

doi:10.11648/j.ajtab.20190504.15

Michael Oyenuga, Ruth Angbazo Andah + Show 2 more

Open Access

https://doi.org/10.11648/j.ajtab.20190504.15

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Abstract

Customers generally are regarded as king in every business and they should be treated as such. In doing so, an organization is expected to get close to them and treat them well. The study was carried out to determine the effects of customer relationship management on product innovation in Nigeria, with emphasis on Xerox H. S Nigeria Limited. The research design adopted was survey research. The population of the study consisted of 83 staff drawn from Lagos and Abuja Offices of the Company. Primary data were sourced through self-administered questionnaires, and the formulated hypotheses tested using Pearson Correlation (r) and multiple regression. The findings revealed that customer information management has significant effect on product innovation, and that there is a significant effect of customer value management on product innovation. Also, multi channel management have significant effect on product innovation. The study recommended among others that organizations make customer relationship management a priority so as to have adequate product innovation, also when designing and implementing a multi channel strategy, objectives and goals of internal and external parties affected by the multi channel approach should be considered.

Highlights

Over the last decade, too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more
Data obtained from the questionnaires administered to the respondents were analyzed with the aid of Statistical Package for Social Sciences (SPSS) version 25 to find out the nature of the relationship between Customer Relationship Management (CRM) and product innovation
The perception of respondents on multi-channel management show that the question; “We enable our customers to have interactive communications with us” had respondents responding with a mean value of 3.94 and standard deviation of 0.97

Summary

Introduction

Too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more Their believe generally was that, once products or services were better off than those of the competitors, irrespective of other variables, customers would always come back for more. This assertion may not be true afterall because businesses should be able to maintain and sustain a long term mutually beneficial relationship with their customers besides having quality products. Many researchers have noted that customers are the reasons for any business set up and that any business exists in order to serve customers or meet their needs either immediately, in the short term or in the long term [3, 4]. The founder of Wal-Mart, Sam Walton attempted to answer a question that says: ‘‘Who is the real boss?’’ He said, ‘‘There is only one boss, the customer, and he can fire everybody in the company, from the chairman on down, by spending his money somewhere else’’ [5]

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