Open AccessThe Importance of Customer Relationship Management in the Local Government Authorities in Zimbabwe
Author(s) -
Douglas Chiguvi,
Elvis Madondo,
Zenzo Dube
Publication year - 2019
Publication title -
applied economics and finance
Language(s) - English
Resource type - Journals
eISSN - 2332-7308
pISSN - 2332-7294
DOI - 10.11114/aef.v6i6.4051
Subject(s) - respondent , local government , business , customer relationship management , order (exchange) , government (linguistics) , marketing , public relations , relationship marketing , public administration , finance , political science , marketing management , linguistics , philosophy , law
The aim of the study was to to ascertain the respondent’s familiarity with the knowledge and importance of customer relationship management in the local government authorities, as well as to ascertain the extent of the relationship they have with citizens from acquisition, development, retention and termination of the relationship. Explanatory research approach and judgemental sampling were employed. Questionnaire was used to collect data from twenty one local government authorities in Zimbabwe. The findings of the study revealed that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders. The researchers concluded that the local government authorities should establish and maintain long lasting relationships with their stakeholders, in order to be competitive and attract investment.