Customer Relationship Management Practices and Marketing Efficiency of Online Marketing Firm: A Case Study of Jumia Nigeria

The research investigated the influence of customer relationship management (CRM) practices and marketing efficiency of Jumia, Nigeria. The practices are measured through CRM dimensions which are numerous. Out of it, four dimensions of CRM namely promise fulfillment, empathy, commitment and reciprocity have entirely been concentrated in this study and the marketing efficiency of online marketing firm in terms of customer’s satisfaction. The research design adopted for this study is the descriptive and survey design. A cross-sectional design was the specific survey method adopted for this study. The population of active customers of Jumia online marketing in Nigeria is 4.6million. Taro-Yamane sampling size formula was applied to determine sample of customers in Taraba state for this study which is 400. Simple random technique was applied to select 4 local governments from 16 local government of Taraba state and proportionally distributed 400 questionnaires to customers in which 371 are retrieved why 29 are not retrieved. Primary data was the major instrument used to gather data for this study. Specifically self-administered structured questionnaire based on likert five-point scale was used to gather data from the sampled respondents on the independent variables (promise fulfillment, commitment, empathy and reciprocity) and dependent variable (customer satisfaction) of the study. In the research both descriptive and inferential statistical tools were involved to analyse the data for the study using SPSS. Descriptively data were analysed using tables and percentages to group the reaction of respondents to the questions sought. The inferential statistical tool used to test the hypotheses formulated is Pearson product moment correlation technique. The findings revealed that CRM variables such as Promise fulfillment, Empathy, Commitment and Reciprocity have a positive influence on marketing efficiency through customer satisfaction. The results of customer relationship management practices are customers’ repurchase, retention, and loyalty through customer satisfaction. The study recommend that online store managers should enhance its level of CRM practices in order to increase customer experience, reach customer satisfaction and corporate credibility could be enhanced by ensuring the service units keeps fulfillment of firm promise as a priority.