ASAOLU, Adebowale Olalekan
Department of Business Administration, Federal University Otuoke, Bayelsa State
Corresspondence Email Address: [email protected]
Abstract
The research investigated the impact of customer relationship management strategy on brand loyalty to bakeries in Delta State. The study employs a cross-sectional research technique. The study sample employed in this study constitutes 314 customers of bakeries in Asaba Delta State. The sourced data for this current study were derived with the aid of a structured questionnaire. Spearman rank correlation and Descriptive statistics were used to analyse the sourced data. Findings showed that interpersonal interaction strategy (r = 0.691), and trust-building strategy (r = 0.584) positively correlate with brand loyalty. The study demonstrated that customer relationships are significantly positively correlated with brand loyalty. The study recommended that firms establish clear and consistent communication channels with customers. Keep them informed about changes, updates, and promotions.
Keywords: customer relationship management strategy, brand loyalty, interpersonal interaction strategy, trust-building strategy, bakeries