Influence of Customer Satisfaction in Organization

Abstract

Sustaining improved performance succinctly lies on how effective manufacturing firms strategically relate with their customers in delivering quality products through customer relationship management. Research findings according to Silker, Hills and David (2015) have shown that effective implementation of customer relationship management has the potentiality of addressing problems relating to customer complaints, decline of potential customers, decrease in volume of business and customer defection to products of competing firms in the industry. From observation, there is apparent decline on the performance of these firms resulting from ineffective implementation of customer relationship management. These firms make little or no efforts in relating to their customers to have identified their complaints on products to forestall the growing incidence of attrition signals in the market.  These plastic firms (Ace Toy Company Limited, Quality Plastic Company, Cyncarl Plastic Company Limited, Austin Laz Plastic Firm, Basabin Plastic Limited and Micheal’s Plastic Firm) in South South, Nigeria have relegated the operations of customer relationship management at the mercy of factory workers who have neither acquired the prerequisite skills nor business intelligence analytical capabilities for effective implementation of customer relationship management to have identified attrition signals among their potential customers, as a result, customer acquisition is hampered due to increasing number of complaints on products. But the extent it has affected their performance is yet to be investigated, hence this study.