The Effect of Customer Relationship Management on Customers Satisfaction
by Abdul Adamu, Abiodun M. Jimoh, Ahmed A. Ibrahim, Duru John Chikwendu, Olusegun Abel Oyinwola, Paulina Suleman, Rilwan A. Ajibade, Victor A. C. Biodun, Yahuza M. Muhammed
Published: May 5, 2026 • DOI: 10.47772/IJRISS.2026.100400256
Abstract
The study examined the effect of customer relationship management on customer satisfaction. It also explored the ways in which customer satisfaction can be achieved with the use of customer relationship management. The study adopted the use of primary data, questionnaires were also issued. The study also found that customer relationship management contributes greatly to the organization’s profitability and effective customer relationship management is reliable to increase customer satisfaction. The study recommends the effective customer relationship management is a reliable tool to increasing customer satisfaction. Therefore, organization should ensure customer satisfaction at all time. It also recommends that organizations should identify the most profitable customers by ranking them according to their value and then differentiating them based on what they need from the organization.