IMPACT OF CUSTOMER RETENTION STRATEGIES ON ORGANIZATIONAL PERFORMANCE (A STUDY OF NIGERIAN BOTTLING COMPANY PLC)

Abstract

Customer retention strategies was point of discussion among scholars for a long time especially its impact on organizational performance in manufacturing organizations in Nigeria. This paper is set to ascertain the impact of customer retention strategies ion organizational performance. Data were sourced from primary source using question as instrument of data collection. The population of the study consists of the staff of Nigerian bottling company Plc and sample size was determine using  Krejcie and Morgan (1970) sample size determination. It returned sample size of two hundred (200) respondents. Hence two hundred (200) copies of questionnaires were administered and one hundred and ninety-five (195) were fully completed and returned in time for the analyses.

Simple percentage was employed were used for the presentation of data used. While Pearson Moment Correlation Statistics was used to test the hypotheses formulated.

It was discovered that effective complain handling impact on organizational performance in Nigerian bottling company Plc, also that customer focus has impact on organizational performance in Nigerian bottling company Plc, and that repeated purchase has impact on organizational performance in Nigerian bottling company Plc.

It was therefore recommended that organization should the focus on providing customers with value for money and to maintain customers’ retention, the company’s employee must be customer oriented through advertisement and human resources capacity enhancement