Customer Relationship Management Impact on Air Passengers Brand Preference

Olugbenga Ezekiel Pearse, Olugbenga Dabiri. and Jude Imokhai Akhaba
Additional contact information
Olugbenga Ezekiel Pearse: Department of Marketing, Lagos State University of Science and Technology, Ikorodu
Olugbenga Dabiri.: Department of Marketing, Lagos State University of Science and Technology, Ikorodu
Jude Imokhai Akhaba: Department of Marketing, Lagos State University. Ojo

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 4051-4072

Abstract: Businesses are now implementing and using a variety of tactics to accomplish organizational goals, the one of the tactics which is customer relationship management (CRM), has recently come to light as a crucial and genuine tool required by enterprises to satisfy and retain their customers. The main objective of this study was to investigate customer relationship management impact on air passengers brand preference in Nigeria Airline industry. The research design used for this study was survey design. The sample size was 376 respondents using judgmental sampling technique. Taro Yamane formular was adopted which gave 399.99 approximated to 400 sample size. Hence 400 questionnaires were distributed but 376 were correctly filled in and found usable for this study. Primary data with reference to a well-structured and adapted questionnaire was used. The research tools used descriptively were mean and standard deviation and inferentially, analysis of variance (ANOVA) and ordinary least square (OLS) were used. Levene’s test of homogeneity was adopted with Durbin-Watson. Also Cronbach Alpha tests were carried out. The findings of this study revealed that both customer retention rate and net promoter score influence brand preference in Nigeria airline industry, hence this study concludes that both customer relationship management (customer retention rate and net promoter score) has impact on brand preference in Nigeria Airline sector. The study recommends that policymakers, directors and management of airlines together with students and researchers, that customer relationship management has impact on brand preference of air passengers in Nigeria.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-6/4051-4072.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... rs-brand-preference/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-6:p:4051-4072

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().