Impact of Customer Relationship Management on Organisational Performance in the Pharmaceutical Industry: A Case Study of Oson’s Chemists Ltd

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In the 21st century market oriented companies cannot have success unless attention is paid to its customers. Customers are termed as the pivot on which market oriented companies can achieve success and that any market oriented organisation that down plays the pivotal role of customers would not achieve returns on its investment. The complexity of the era demands market oriented companies not to seek transactional marketing but relational marketing. The study seeks to investigate the marketing methods of Oson’s Chemist Ltd and also to establish the impact of its customer relationship management practices in terms of growth in customer size. The methodology employed includes the use of interviews, and questionnaires. The respondents were pharmacists in both public and private institutions and chemical sellers who are all customers of Oson’s Chemist td. The data obtained from the respondents was statistically analysed and it revealed the customer hidden problems which include the high customer turnover rate and poor service time. The study revealed that customers’ continuous purchase from Oson’s Chemist Ltd was as a result of price reasonability and constant availability of products. The study also offered the opportunity to the respondents to give various suggestions that customers felt were lacking and their expectations of the pharmaceutical companies in the years ahead and Oson’s Chemist Ltd in particular. Customers who visited the shops of Oson’s for their purchases suggested there should be an improvement in the service time at the shop, that is, too much time was wasted hanging around waiting to be served and that caused a lot of inconvenience to them so management of Oson’s should work towards reducing the waiting period. Secondly, customers who are served by Oson’s’ mobile salesmen also suggested that goods delivered by the salesmen to their various shop locations usually came packaged but they wanted the goods crosschecked by both the salesmen and whoever received them on delivery to avoid the shortages which sometimes occurred. It is recommended that management of pharmaceutical companies should train their employees to handle customers professionally and cordially as that promotes customer retention. The pricing policy strategy of organisations is also one of the tools that promote customer relationship management.
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Master of Business Administration (Marketing Management) KNUST School of Business, 2009