Consumer Relationship Management And Longterm Survival Of A Firm: A Case Study Of Chania Flour Mills Thika- Kenya

TABLE OF CONTENTS

DECLARATION ............................................................···················· i APPROVAL .....................................,,,,,,,,,,,............................................. ii DEDICATION ......................................................................................... iii ACKNOWLEDGEMENT .................................................................... iv TABLE OF CONTENTS ...................................................................... V LIST OF TABLES ............................................................................. vii LIST OF FIGURES ....•................................................................. viii CHAPTER ONE ................................................................................... 1 1.0 Introduction ................................................................................... 1 1.1 Background of the study .......................................................... 1 1.2 Background of the case study ................................................. 2 1.3 Statement of the problem ........................................................ 3 1.4 The purpose of the study .......................................................... 3 1.5 Research objectives ...................................................................... 3 1.6 Research questions .................................................................. 4 1.7 Scope of the study ................................................................... 4 1.8 Significance of the study ........................................................ 4 1.9 Limitation of the Study ............................................................. 5 1.10 Conceptual Framework .......................................................... 5 1.11 Conceptual Framework Model ............................................ 6 CHAPTER TWO ........................ .......................................................... 7 LITERATURE REVIEW ....................................................................... 7 2.0 Introduction ......................................................................... 7 2.1 Concepts of CRM ............................................................... 7 2.2 Factors which determine long term CRM ......................................................................... 11 2.3 Benefits and short comings of CRM ................................................................................. 13 2.4 Factors that determine the long-term survival of a business firm ..................................... 14 2.5 Relationships between CRM and survival of a business firm ........................................... 18