Customer Relationship Management (CRM) and Passengers’ Satisfaction of Akwa Ibom State Transport Company (AKTC) Services in Akwa Ibom State

This work examined the effect of Customer Relationship Management on Passengers’ Satisfaction of AKTC services. The problem of the study is CRM policies coupled with environmental opportunities due to weak CRM dimensions such as shared values, bonding, and dealing with conflicts, tangibility, and commitment that directly lead to poor passengers’ satisfaction of service delivery. The population of the study was infinite, and the sample size used for the study was 384 and was derived using Smith (2000) formula. Survey research design was employed, and the instrument of data collection was questionnaires, tables and simple percentage methods were adopted to analyze the research questions. The simple regression technique was used to test hypotheses. The findings of the study revealed that there is significant effect of shared values on Passengers Satisfaction of AKTC Services. The result showed that there is a significant effect of tangibility on passengers’ satisfaction of AKTC services. Findings revealed amongst others that; (i) There is a significant of shared values on passengers’ satisfaction of AKTC Services (ii) There exist a significant influence of dealing with conflicts on passengers’ satisfaction of AKTC Services (iii) There is a significant effect of tangibility on passengers’ satisfaction of AKTC Services. Based on the above findings, the study concluded that there was a positive and significant effect of customer relationship management on passengers’ satisfaction of AKTC services. Recommendations were that the shared values between the management and passengers of AKTC should be sustained. The physical facilities, equipment, and appearance of staff of AKTC should be attractive to passengers. There is need for AKTC to embark on orientation programmes with the passengers, which would create those specific intentions and behaviours characterized with the purpose of realizing value for both parties in the long run.