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Key Factors in Customer Relationship Management Strategy Success in the Local Government Authorities

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  • Douglas Chiguvi
  • Ruramayi Tadu
  • Moreblessing Ngwenya

Abstract

The aim of the study was to identify critical success factors in customer relationship management strategy success in the local government authorities in Zimbabwe. A thorough abridgment of the literature was conducted, mainly to understand the nature and structure of local government authorities in Zimbabwe as well as to identify critical success factors in CRM strategy success. A Meta-analysis methodology was employed and explanatory research approach was adopted by means of a survey strategy. 197 questionnaires have been collected from twenty one local government authorities in Zimbabwe. The findings of the study revealed that all of the ten critical success factors are significant and positively linked to CRM strategy success. Furthermore, the statistical tests show that success and failure of CRM strategy success are highly dependent on four major critical success factors including Implementation Approach, Change Management, Metrics and Implementation Strategy. However, process design and Buy-in Approach and Adoption have low significance impact in CRM strategy success in local government authorities in Zimbabwe. The results of the data analysis led to the creation of a framework which outlines the critical success factors in CRM strategy success in local government authorities in Zimbabwe and the CRM implementation Index which need to be followed before implementing the CRM strategy. This study has clearly indicated that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders.

Suggested Citation

  • Douglas Chiguvi & Ruramayi Tadu & Moreblessing Ngwenya, 2019. "Key Factors in Customer Relationship Management Strategy Success in the Local Government Authorities," Applied Economics and Finance, Redfame publishing, vol. 6(4), pages 72-84, July.
  • Handle: RePEc:rfa:aefjnl:v:6:y:2019:i:4:p:72-84
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    References listed on IDEAS

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    1. Olumide Olasimbo Jaiyeoba, 2013. "Revisiting the Psychometric Properties of Market Orientation Framework in an Emerging Economy: a Case-Study of Botswana¡¯S Small Service Firms," Business and Economic Research, Macrothink Institute, vol. 3(2), pages 236-245, December.
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    Cited by:

    1. Douglas Chiguvi, 2022. "A critical psychometrical analysis of customer relationship management practices in the Local Government Authorities in SADC," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 416-428, December.

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    1. Douglas Chiguvi, 2022. "A critical psychometrical analysis of customer relationship management practices in the Local Government Authorities in SADC," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 416-428, December.

    More about this item

    Keywords

    customer relationship management; critical success factors; local government authorities;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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