Customer Relationship Management And Consumer Buying Behavior: A Case Study Of Shoprite Stores Kampala - Uganda

ABSTRACT

The purpose of this research was to examine the relationship between customer

relationship management and consumer buying behavior in Shoprite Stores in Kampala

District. The study was guided by four objectives namely, determining the demographic

characteristics of respondents, the level of customer relationship management, level of

consumer buying behaviour and determining whether there was a significant

relationship between customer relationship management and consumer buying behavior

in Shoprite Stores in Kampala District. The study comprised of a population of 100

respondents, and a descriptive research design was used to collect data from 72

respondents using self-administered questionnaires as the main data collection

instrument. The level of customer relationship management was generally high

(mean=3.02) which implied that Shoprite Stores has improved on the quality of

products and services and this has increased their relationship with the customers, the

level of consumer buying behavior was also generally high (mean=2.90) and the two

variables are positive and significantly correlated ( r-value=.578 and sig=0.002), this

means rejecting the null hypothesis that there was a significant relationship between

customer relationship management and consumer buying behavior in Shoprite Stores in

Kampala District. Arising from the findings, appropriate recommendations and areas of

further research were made. Recommendations based on findings were that; the

management of Shoprite should always respond to customers complaints positively in

order to create a good relationship with their customers, should always introduce

customer royalty programs in order to create a good relationship with their customers

and should improve on the quality of products and services rendered to customers. The

researcher identified the areas that need further researcher and these were; effective communication system and consumer buying behavior at Shoprite Stores, quality product service and consumer buying behavior at Shoprite Stores and Customer loyalty program and consumer buying behavior at Shoprite Stores.