Mummy Precious Head - Bamidele Boluwatife Bamidele Esther Matric Number 10256

FEDERAL SCHOOL OF STATISTICS IBADAN CAMPUS
DEPARTMENT OF BUSINESS ADMINISTRATION AND MANAGEMENT
BAMIDELE BOLUWATIFE ESTHER
MATRIC NO:
BAM/FSS/IB/2022/10256
PROJECT SUPERVISOR
IMPACT OF CUSTOMER RELATIONSHIPS MANAGEMENT ON

ORGANISATIONAL PERFORMANCE
[A CASE STUDY OF OYO STATE SPORT COUNCIL]
JUNE 2024
i
CERTIFICATION/ CONSENT
I certify that this original research project was conducted by BAMIDELE BOLUWATIFE
ESTHER (Matriculation number 10256) under my supervision in the Department of Business
Administration, Faculty of Management Sciences, Federal School of Statistics, Ibadan.
……………………………….. ……………
Dr. Date
Department of Business Administration,
Faculty of the Management Sciences,
Federal School of Statistics,
Ibadan.
ii
DEDICATION
This project is dedicated to God for His benevolent and magnificent presence during the entire
process of my project. Also, I dedicate it to my parents, Mr. and Mrs. BAMIDELE, for their
unwavering support throughout my academic journey.
iii
ACKNOWLEDGEMENT
I am most grateful to God Almighty, who out of His mercy, spared my life and gave me sound
health and wisdom, and above all for making this project a success. I express my profound
gratitude to my supervisor, Mr. Omotola for her patience and prompt attention to problems, and
for giving constructive criticisms on the research work. I also appreciate my siblings, TAIYE and
KENNY, for all their love, prayers, guidance and support at all times.
I also wish to give kudos to my friends [Samuel, Kayode and Tofunmi], my colleagues
especially my brainstorming crew and a host of others for their love and support.
iv
TABLE OF CONTENTS
Title Page i
Certification/ consent ii
Dedication iii
Acknowledgement iv
Table of Contents v
Abstract viii
CHAPTER ONE 1
1.0 Introduction 1
1.1 Background to the Study 1
1.2 Statement of the Problem/ Problem Statement 2
1.3 Objectives of the Study/ Aim of the Research 4
1.4 Research Questions 5
1.5 Research Hypothesis 6
1.6 Significance of the Study 8
1.7 Scope of the Study 9
1.8 Historical Background of the Case Study 11

1.9 Definition of Terms 12
References 14
CHAPTER TWO
2.0 Literature Review 16
2.1 Conceptual Review 17
v
2.2 Theoretical Review 18
2.3 Empirical Review 20
2.4 Summary 21
References 22
CHAPTER THREE
3.0 Research Methodology 23
3.1 Research Design 24
3.2. Population of the study{in figure} 26
3.3 Sampling Technique and Sample Size Determination {in figures} 27
3.4 Sources of Data--- Primary and Secondary or both Sources 28
3.5 Data Collection Instrument, Validity and Reliability of the Instrument (s) 29
3.6 Procedure/Method of Data Collection and Analysis 31
3.7 Limitation of the study 32
3.8 References 34
CHAPTER FOUR
4.0 DATA ANALYSIS AND DISCUSSION OF FINDINGS 36
4.0 Introduction 36
4.1 Presentation of Data 37
4.2 Data Analysis 39
4.3 Discussion of Findings 40
References 41
vi
CHAPTER FIVE
5.0 SUMMARY, CONCLUSIONS, RECOMMENDATIONS AND LIMITATION (S)
5.1 Summary 42
5.2 Conclusion 43
5.3 Recommendations 44
5.4 LIMITATIONS FOR FURTHER STUDIES 44
References 45
Appendix 46
vii
ABSTRACT
Customer Relationship Management (CRM) has become an integral part of modern business
strategy, enhancing the interaction between organizations and their customers. This study
examines the impact of CRM on organizational performance, specifically focusing on Bitemore,
a company located in Mokola, Ibadan. The primary objective is to analyze how CRM practices
influence key performance indicators such as customer satisfaction, loyalty, and overall business
profitability.
This case study utilizes a mixed-method approach, combining quantitative data from customer
surveys and sales reports with qualitative insights from in-depth interviews with Bitemore’s
management and employees. The research explores various dimensions of CRM implementation,
including technology adoption, customer data management, and personalized marketing
strategies.
Initial findings indicate that effective CRM practices at Bitemore have led to significant
improvements in customer retention and satisfaction. The use of advanced CRM software has
enabled Bitemore to personalize customer interactions, thereby fostering stronger relationships
and increasing customer loyalty. Additionally, the analysis reveals that CRM contributes to more
efficient business processes, such as streamlined customer service operations and more targeted
marketing campaigns, which in turn boost organizational performance.
The study concludes that CRM is a critical driver of organizational success, particularly in
competitive markets. For Bitemore, the strategic use of CRM has not only enhanced customer
experiences but also provided a competitive edge in the marketplace. The findings suggest that
other organizations, especially those in similar sectors, could benefit from investing in
comprehensive CRM systems to improve their customer relationships and overall performance.
Keywords: Customer Relationship Management (CRM), Organizational Performance,

Customer Satisfaction
Word Count: 242
viii

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FEDERAL SCHOOL OF STATISTICS IBADAN CAMPUS

DEPARTMENT OF BUSINESS ADMINISTRATION AND MANAGEMENT

BAMIDELE BOLUWATIFE ESTHER

IMPACT OF CUSTOMER RELATIONSHIPS MANAGEMENT ON

[A CASE STUDY OF OYO STATE SPORT COUNCIL]

Department of Business Administration,

Faculty of the Management Sciences,

Federal School of Statistics,

unwavering support throughout my academic journey.

1.1 Background to the Study 1

1.2 Statement of the Problem/ Problem Statement 2

1.3 Objectives of the Study/ Aim of the Research 4

1.4 Research Questions 5

1.5 Research Hypothesis 6

1.6 Significance of the Study 8

1.7 Scope of the Study 9

1.8 Historical Background of the Case Study 11

2.0 Literature Review 16

2.1 Conceptual Review 17

2.3 Empirical Review 20

3.0 Research Methodology 23

3.1 Research Design 24

3.2. Population of the study{in figure} 26

3.3 Sampling Technique and Sample Size Determination {in figures} 27

3.4 Sources of Data--- Primary and Secondary or both Sources 28

3.6 Procedure/Method of Data Collection and Analysis 31

3.7 Limitation of the study 32

4.0 DATA ANALYSIS AND DISCUSSION OF FINDINGS 36

4.1 Presentation of Data 37

4.2 Data Analysis 39

4.3 Discussion of Findings 40

5.0 SUMMARY, CONCLUSIONS, RECOMMENDATIONS AND LIMITATION (S)

5.4 LIMITATIONS FOR FURTHER STUDIES 44

Keywords: Customer Relationship Management (CRM), Organizational Performance,

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