The Importance of Customer Relationship Management in the Local Government Authorities in Zimbabwe

Abstract

The aim of the study was to to ascertain the respondent’s familiarity with the knowledge and importance of customer relationship management in the local government authorities, as well as to ascertain the extent of the relationship they have with citizens from acquisition, development, retention and termination of the relationship. Explanatory research approach and judgemental sampling were employed. Questionnaire was used to collect data from twenty one local government authorities in Zimbabwe. The findings of the study revealed that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders. The researchers concluded that the local government authorities should establish and maintain long lasting relationships with their stakeholders, in order to be competitive and attract investment.