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Supplier-Customer Relationship Management And Customer Retention: A Perspective On Motor Dealerships In An Emerging Economy, Mornay Roberts-Lombard, Munyaradzi W. Nyadzayo
Supplier-Customer Relationship Management And Customer Retention: A Perspective On Motor Dealerships In An Emerging Economy, Mornay Roberts-Lombard, Munyaradzi W. Nyadzayo
University of Wollongong in Dubai - Papers
The purpose of the study was to investigate the influence of service quality, customer satisfaction and customer value on customer retention via Customer Relationship Management (CRM) performance at selected motor dealerships in the Buffalo City Municipality of South Africa (hereafter referred to as Buffalo City Municipality). The population included all customers of Toyota, Volkswagen and Nissan dealership brands in the Buffalo City Municipality. Both stratified random sampling and simple random sampling were used and a total of 252 customers participated in the study. Primary data was gathered using a selfadministered questionnaire. Data was analysed using Structured Equation Modelling (SEM). The …