EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON PERFORMANCE OF SELECTED AIRLINES OPERATING IN AKANU IBIAM INTERNATIONAL AIRPORT IN ENUGU STATE, NIGERIA
ABSTRACT
The study determines the effect of customer relationship management on performance of selected Airlines operating in Akanu lbiam International Airport in Enugu state, Nigeria. The specific objectives were to ascertain the extent to which high quality services affects customer satisfaction, to determine the effect of customer services on profitability, to ascertain the relationship that exist between information technology, and employee performance and to determine the nature of relationship between knowledge creation and productivity of airline operators in Akanu lbiam International Airport Enugu state, Nigeria. The study adopted the survey design. population of 273 were studied from five Airlines operating in Akanu lbiam international Airport in Enugu state, Nigeria and this was the actual staff strength of airlines during the period of study. Data were collected through questionnaire and interview guide which was designed in a 5 point Likert Scale was manually administered to the respondents. Validity of instrument was measured using content validity, and this was done by five management experts from both the industry and the academia. Spearman ranking correlation coefficients was used to test the reliability of the instrument giving a coefficient of 0.958, indicating the reliability of the instrument Data collected were analyzed using simple linear regression and Pearson product moment correlation, at 5% probability level of significance. The findings indicate that High quality services to a great extent positively affected customer satisfactions (r = .876: F= 141.376: t 15.784, p < .05). Customer services positively affected profitability (r = 0.915: F= 220.941: t=1.037, p < .05). Information technology significantly related to employee performance (r =.796 p < .05) and knowledge creation positively related to productivity of airline operators (r =.898, p < 0.05) in Akanu lbiam international Airport Enugu state, Nigeria. The study concluded that customer relationship management has the capacity to influence organizational profitability, employee performance, customer satisfaction, goal attainment and productivity of Airlines. The study recommends that airline managers should develop strategies to improve service quality such as meeting passengers desired service levels, improving the quality of in-flight meals, visually appealing facilities, hassle free check-in and boarding, Airlines operator should render customer services of global best practice to its stakeholders and should use modern technology in its operations and Knowledge Creation, sharing, utilization and storage should be explored by organizations as it could enhance productivity.