ABSTRACT

This study focused on customer relationship management and marketing performance in the telecommunication industry in Nigeria using MTN as a case study. The study targeted three hundred and eighty-five (385) responses, of which same number of questionnaires were distributed with all completely retrieved and filled, yielding an impressive 100.0% response rate, ensuring the subsequent analyses are built on a substantial foundation of respondent input. The findings arrived at after the empirical analysis includes that: there is a significant relationship between trust and marketing performance in the Nigerian telecommunication industry, commitment was found to have a non-significant influence the marketing performance of telecommunication companies in Nigeria, that communication does not significantly contribute to the marketing performance in the Nigerian telecommunication industry and that conflict resolution does not have a significant impact on the marketing performance of telecommunication companies in Nigeria. Based on these findings, it was recommended that: MTN, should prioritize building and maintaining trust with their customers, companies should consider strategies that might deepen customer commitment, possibly by creating loyalty programs that offer tangible benefits or by enhancing customer engagement through personalized offers and services, MTN and other companies in the industry should re-evaluate their communication strategies and telecommunication companies should streamline their conflict resolution processes and ensure they are customer-friendly, training customer service representatives to handle disputes effectively and equipping them with the necessary tools to resolve issues swiftly can help maintain a positive company image and customer loyalty.