Impact of Customer Relationship Management (CRM) on Non-Consumer Customers’ buying behaviour – a case study of Tanzania Cigarette Company

Mwaduga, Abdallah Jumaa (2013) Impact of Customer Relationship Management (CRM) on Non-Consumer Customers’ buying behaviour – a case study of Tanzania Cigarette Company. Masters thesis, The Open University Of Tanzania.

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Abstract

The research assessed the impact of Customer Relationship Management (CRM) in influencing the buying behaviour of non-consumer customers through the case study of Tanzania Cigarette Company. The main objective of this paper was to probe the impact of CRM on the buying behaviour of non-consumer customers. Background information including the research questions, the problem statement and the significance of the study has been provided. Through literature review various theories, empirical studies, conceptual frameworks, and theoretical framework were addressed. Data collection was done through both questionnaires and interviews whereby qualitative and quantitative data were collected. Data was analysed thematically through Fishbein’s behavioural modal and graphs to come out with research outcomes. The findings confirm that CRM has significant impact on non-consumer customers buying behaviour. The researcher also provided recommendations for improvement of TCC’s CRM system. These include extending CRM to retailers, investing in retailers’ education, reducing the time taken to create a customer in SAP and maximize the use of CRM technology. Additionally, the direction for further researches has been recommended. For instance, further researches could probe why TCC’s share of the market has been dropping in spite of TCC being the market leader in manufacturing and sale of cigarett

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