CUSTOMER DATA MANAGEMENT AND MARKETING EFFECTIVENESS OF UPSCALE DINING RESTAURANTS IN PORT HARCOURT

ADIELE, Kenneth, C.
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
adiele.kenneth@ust.edu.ng
JAJA, Happiness P.
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
ekajaja20@gmail.com
KENNETH-ADIELE, Nne
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
ABSTRACT
The study investigated the relationship between Customer data management (CDM) and marketing
effectiveness of upscale dining restaurants in Port Harcourt. The population of the study consist 35
upscale dining restaurants in Port Harcourt. The study took a census. Marketing managers, customer
relationship managers, information technology experts and branch managers provided data through a
structured questionnaire. The Pearson product moment correlation (PPMC) was used to test the
hypotheses formulated for the study. The result showed that CDM, positively and significantly relates to
marketing effectiveness of upscale dining restaurants. Therefore, the study concludes that CDM affect
marketing effectiveness and recommends that the panacea to poor marketing performance of dining
restaurants in Port Harcourt is effective CDM.
Keywords: Customer data management, customer loyalty, customer, retention, marketing effectiveness,
repeat purchase