Customer Relationship Management Impact on Air Passengers Brand Preference

Businesses are now implementing and using a variety of tactics to accomplish organizational goals, the one of the tactics which is customer relationship management (CRM), has recently come to light as a crucial and genuine tool required by enterprises to satisfy and retain their customers. The main objective of this study was to investigate customer relationship management impact on air passengers brand preference in Nigeria Airline industry. The research design used for this study was survey design. The sample size was 376 respondents using judgmental sampling technique. Taro Yamane formular was adopted which gave 399.99 approximated to 400 sample size. Hence 400 questionnaires were distributed but 376 were correctly filled in and found usable for this study. Primary data with reference to a well-structured and adapted questionnaire was used. The research tools used descriptively were mean and standard deviation and inferentially, analysis of variance (ANOVA) and ordinary least square (OLS) were used. Levene’s test of homogeneity was adopted with Durbin-Watson. Also Cronbach Alpha tests were carried out. The findings of this study revealed that both customer retention rate and net promoter score influence brand preference in Nigeria airline industry, hence this study concludes that both customer relationship management (customer retention rate and net promoter score) has impact on brand preference in Nigeria Airline sector. The study recommends that policymakers, directors and management of airlines together with students and researchers, that customer relationship management has impact on brand preference of air passengers in Nigeria.