Title: Premium customers' perception of firms' customer relationship management segmentation, identity strategies and their satisfaction

Authors: Andy Fred Wali; N. Gladson Nwokah

Addresses: Department of Business Administration, Federal University Wukari, 200 Katsina-Ala Road, P.M.B 1020 Wukari, Taraba State, Nigeria ' Department of Marketing, Rivers State University of Science and Technology, P.M.B 5080 Port Harcourt, Nigeria

Abstract: This paper examines premium customers' perception of CRM segmentation strategies of firms and how their identity and satisfaction are taken into account by Nigerian mobile telecommunications firms. The qualitative phenomenology interview strategy was chosen for this study. Twelve interviews were conducted and data were analysed using content and thematic techniques with NVivo 11. Findings show that personality and economic identities were the variables most taken into consideration by firms for implementing their CRMS [CRMS]. These identities affect firms' CRMS strategy based on customer lifetime value. The study also revealed that CRM affect both identities and premium CSAT, although quality of service showed higher impact than price and trust on satisfaction. Six themes affect experiences of respondents. This study extends the value of social identity theory (SIT) and rationality choice theory (RCT) in CRMS. The practical implication suggests profitable and competitive opportunities for firms to improve premium CSAT.

Keywords: premium customers; perception; satisfaction; identity; customer relationship management segmentation; CRMS; qualitative interview; NVivo 11.

DOI: 10.1504/IJMABS.2016.084754

International Journal of Markets and Business Systems, 2016 Vol.2 No.4, pp.291 - 308

Received: 22 Nov 2016
Accepted: 28 Dec 2016
Published online: 25 Jun 2017 *

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