Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited
American Journal of Theoretical and Applied Business
Volume 5, Issue 4, December 2019, Pages: 113-126
Received: Oct. 9, 2019; Accepted: Nov. 12, 2019; Published: Nov. 26, 2019
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Michael Oyenuga, Department of Business Administration, Veritas University, Abuja, Nigeria
Ruth Angbazo Andah, Department of Business Administration, Nasarawa State University, Keffi, Nigeria
Marcus Garvey Orji, Department of Business Administration, Veritas University, Abuja, Nigeria
Alice Ukeh Agabi, Department of Business Administration, Veritas University, Abuja, Nigeria
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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.
Customer Relationship Management, Product Innovation, Customer Information Management, Customer Segment Value Management, Multi-Channel Management
To cite this article
Michael Oyenuga, Ruth Angbazo Andah, Marcus Garvey Orji, Alice Ukeh Agabi, Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited, American Journal of Theoretical and Applied Business. Vol. 5, No. 4, 2019, pp. 113-126. doi: 10.11648/j.ajtab.20190504.15
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