Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

Abstract

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.