The impact of customer relation management (CRM) on Khangela Brewery’s sales performance.

Abstract

ABSTRACT The aim of this study was for United National Breweries (UNB) to find the best Customer Relationship Management (CRM) process that was aimed at helping the company to improve its customer satisfaction in the distribution of UNB’s traditional sorghum beer brands in the Durban area. Different methods of CRM were explored through the review of literature in the same CRM subject. The results of the study aimed to help UNB improve in their route to market by creating an environment where its products are always available to their consumers in the best presentation. The problem statement of the study was derived as follows: “what elements are important in driving CRM that is effective in producing customer service excellence in the distribution of traditional sorghum beer for UNB in the Durban area”. Based on literature review and exploratory interviews, a conceptual model of CRM was constructed. The conceptual model included CRM process user satisfaction and expected or hypothesized results: product distributions efficiency, improved customer relationship, increased sales of UNB’s traditional sorghum beer brands and the recommendation of the relevant CRM system for UNB in the Khangela Brewery. To examine the effect of the independent variables on CRM and customer satisfaction in the distribution of UNB traditional beer brands in the Durban area, three different questionnaires were developed to interview retailers, distributors and UNB members of the sales department that were ought to use the CRM system in satisfying customers’ needs. The results of the survey were then analysed using graphs and tables and then descriptive statistics was applied to the data to prove if the recommended CRM system was going to help improve the sales performance of UNB traditional sorghum beer brands in the Durban area.