Customer relationship management (CRM) and customer retention in the broadcasting industry: A case study of Buddu Broadcasting Services Limited

Abstract

The purpose of the study was to establish the relationship between customer relationship management and customer retention in the Uganda Media Industry .The study was guided by the following objectives To examine the relationship between customer relationship management and customer retention To examine the contribution of customer acquisition and orientation towards customer retention, To examine the relationship between working environment and customer retention and To examine the relationship between knowledge management and customer retention. The study involved 169 respondents and the population comprised of customers, Directors of radio Buddu and staff of radio Buddu. A questionnaire and interview guide were used to collect data. The study considered two traditional research strategies namely survey and cases studies. The study also used a cross section study design. The study results indicated that Customer Relationship Management had a significant and positive effect on customer retention. The regression results revealed statistically significant positive linear relationship between Customer Relationship Management (Customer acquisition and orientation, working environment and knowledge management) and customer retention in BUDDU BROADCASTING SERVICES. The recommendations indicate BUDDU BROADCASTING SERVICES should invest resources and capacity to intensify the management of customer relationships as this has been shown to impact on profitability. Specifically the improvement of CRM has a double-line path both of which has the potential of increasing the customer base and thereby profit levels. There is no necessary need for bearing extra cost in marketing and advertising when strong CRM practices are implemented. Managers of BUDDU BROADCASTING SERVICES are advised to use CRM as their major business strategy. The importance of using CRM as business strategy is that it does not lead to additional cost to reach customers and gaining competitive advantage