CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
In today's business world, customer relationship management is a valued product as it openly influences the bottom line. The customer is key to every organization because as competition stiffens, what keeps a business going is customer base. The major goal and objective of any business are to satisfy the needs of its customers and, as a result, to encourage repeat business, which leads to increased profitability. One of the determinants impacting an organization's effectiveness or performance is customer relationship management, which is the main focus of the study.
Both the customer and the business have an array of criteria to consider while forming a partnership; the business organization must generate a profit to exist and expand, while customer demand good service, a high- quality product, and a great price.
According to Lo, Stalcup and Lee, (2010) customer relationship management is a powerful instrument for boosting the organization's effectiveness which includes increased profitability, Goodwill, better product, and service delivery. In recent years, regarding how business connect with their customer have been raised. However, the end result is that many organization have bad customer interactions, resulting in low- profit margins and loss of goodwill.
Relationship management evaluates a company's operation, whether it is a product or service - driven company, and it must encompass every aspect of what they do, from supplies to end applications, internal personnel to their client - customers (Kim, 2018).
Relationship management, like any organizational endeavor, has a single goal: to increase profit. An effective customer relationship management is achieved by providing sunerior customer service to competitors. Customer relationship management increases customer service while simultaneously lowering expenses, waste, and complaints. Customer relationship management also enables real - time market research: by establishing lines of communication with customers, therefore, ensuring immediate feedback to the organization's product, services or performance. This is superior to any market survey. Customer satisfaction is, without a doubt, critical to the market concept's successful implementation. Many companies’ mission statements and marketing activities aim to promote customer satisfaction (Almohaimmeed, 2017). Customers are viewed as the most crucial component of all marketing efforts in today's business world, and customer relationship management has become a major issue for marketing strategy (Auka, 2012). Customer relationship management is a method of managing the organization's relationships with present and potential customers previous interactions with the organization to build commercial relationships with customers, with a particular focus on customer retention and ultimately sales growth (Pokharel, 2011).
Companies are increasingly focusing on their customers in today's competitive market. It is commonly known that obtaining a new client can cost up to five times as much as persuading an existing customer to conduct a new transaction (Block, 2015).
Customer relationship management ensures the relationship with customers to increase the organization's market share by integrating technology, procedures and peonpie customer relationship management is tc maintain the customers ana increase their satisfaction and the organization's profit. Customer Satisfaction is the main element in a successful customer relationship management implementation for retaining customers (Long, Khalafinezhad, Ismail, & Rasid, 2013). In modern business, if any competitor wants to gain additional market share, with no doubt he has to handle customers in an effective and effective way.
According to Connolly and Yager (2011), the damage caused by dissatisfied customer can be expanded exponentially. Dissatisfied customer Sizemore likely to switch to competitors and convince others to switch to competitors. Nowadays, it is not surprising That customer relationship management is significant issue for discussion in the academic and business arena. In fact, the intangibility of some. service related-products on the fragment of the consumers makes it challenging for buyers to appraise service offerings, predominantly quality and worth for cash, before acquisition and in the area of management for the marketers to position new service product offerings. Because of these, marketers find it challenging to manipulate evidence to suit the appeal of individual customers. Thus, they go a long way in providing myriads of trust elements which may or may not lead to the satisfaction of the consumer. Given the issues above, the research would broadly examine customer relationship management approach and customer satisfaction in petrol retail outlets in Warri, Delta State while providing an answer to whether civilitias of staff, dispensing pump accuracy, and quality of products affect customers’ satisfaction.
Nevertheless, as competition grows stiffer, businesses (Filling Stations in Warri) are under intense pressure to gain customers' patronage and satisfaction, hence the need to adopt the right strategy to get the needed result. This explains why the concept of customer satisfaction has attracted research interest and wide discourse in relationship marketing literature. Customer patronage are the inclination of the customer's continued purchasing conduct in a specific timeframe based on their preferences toward the organization’s product and services (Ang & Buttle, 2016; Singh & Khan, 2018). Persistent repurchase conduct by buyers brings about higher benefits edges, an upper hand and quicker business development (Singh and Khan, 2018). Lee (2020) observed that without a strong track record of contact and repeat purchases, a buyer is not yet a customer. Customer is the hub -and. life -wire-of any business and commonly described and referred to as the ‘king’ of the business because without customers there can be no business, Thus, Fogli, (2021) asserts that the purpose of every business is to create value by maintaining a good relationship with customers and therefore, satisfying them in course of socio- economic, is justification for a firm’s existence.
Customers are important and should be the driving force behind a company’ S success. And there are quite a few things that take into account the interests of the customer. Therefore, with this in mind, customer satisfaction is a very important issue that needs to be addressed. Customer satisfaction can be weighted based on individual customer interests, but sampling the interests of different customers gives average customer value and average customer satisfaction estimates. Later, concepts evolved into a full-fledged work system such as a relationship management (CRM) system consisting of people such as business marketers, account managers, liaison officers and managers, processes and technologies that work together for a common goal. It is used to meet customer needs to improve satisfaction (Fogli, 2016). Well, it's clear that the customer's reaction to such a system is controversial. According to Singh and Khan, (2018) the direct and indirect impact of customer relationship management (CRM) on customer satisfaction is different.
Based on the above, the researcher felt it necessary to elaborate on pump attendant relationship approach and customer satisfaction in petro! retail outlets in warri Delta State".

1.2 Statement of the Problem
Organizations are often faced with problems such as developing strategies to achieve target behaviors, maintaining target behaviors, segmenting customers based on customer profile and lifecycle stage, and effectively targeting customers, and building customer relationship. Organizations have used a variety of approaches and techniques to ensure that they will achieve the goals outlined above. The aim of the study is therefore to measure the influence of relationship management on customer.
1.3 Research Question
The study was guided by the following research question:
1.Does effective communication management influence customer satisfaction?
2.Does Customer knowledge leads to increased customers satisfaction
3.Does Interactive advertising influences customer satisfaction
4.Does Organizational commitment influences customer satisfaction

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