Authors : David Olayinka Rhoda; Abiamuwe, Ngozi Obukwor; Olusegun; Rotimi Abiodun

Volume/Issue : Volume 6 - 2021, Issue 4 - April

Google Scholar : http://bitly.ws/9nMw

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Abstract : The study focused on relationship between CRM and performance of food and beverages industries in Nigeria. the study adopted descriptive survey design. Population was all employees of Rite Foods Limited, Lagos State. 300 employees were selected as sample. Validated questionnaire was utilized as data collection instrument. Mean, standard deviation and Pearson Product Moment Correlation were used for analyzing data. Result from showed significant relationships among Customer Knowledge Management Capability (CKMC), Customer Interaction Management Capability (CIMC), Customer Win-back Capability (CWC) and organisation performance of Rite Foods Limited. The researchers recommended that food and beverage industry need to improve on customer relationship as it influences performance and that customer satisfaction and non profit maximization should be the key target of food and beverage companies

Keywords : Customers, Relationship Management, Food and Beverage, Industries