Customer relationship management as a strategic instrument for enhancing customer retention: a case study of an ICT company in Johannesburg<b></b>

Abstract

In the competitive business environment, organisations are increasingly adopting Customer Relationship Management (CRM) strategies to strengthen customer retention and improve service delivery. This study explored CRM as a strategic tool for customer retention at a selected Information Communication Technology (ICT) company based in Johannesburg, South Africa. A quantitative research approach was employed, targeting 121 employees across sales, marketing, business development, logistics, and finance departments. These employees were selected due to their direct engagement with customers. Data were collected through structured online questionnaires and analysed using the Statistical Package for the Social Sciences (SPSS) version 26. Descriptive and inferential statistical techniques, including Pearson’s correlation and regression analysis, were applied to evaluate the relationship between CRM and customer retention. The findings revealed a moderate but significant positive correlation between CRM and customer retention, indicating that strategic CRM practices contribute to stronger customer loyalty. The research concludes that CRM is a critical organisational strategy that can enhance customer retention if properly integrated and supported across business functions. It recommends further investment in CRM systems, employee training, and customer engagement initiatives to sustain competitive advantage and long-term growth.

Keywords: {'name': 'Customer Relationship Management, customer retention, customer service, employee training, ICT industry'}

Authors & affiliations

Christopher Sibisi
Durban University of Technology

Veena Parboo Rawjee
Durban University of Technology

Elvis Madondo
University of Johannesburg

Jeevarathnam P Govender
Durban University of Technology

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