Influence of Client Relationship Management (CRM) Process and Employee Support on the Retention of Architectural Clients

Abstract

The current study aimed to empirically explain how explain how Client Relationship Management (CRM) process and Employees’ support contribute to client retention in architectural firms. Retention of high value clients is a crucial antecedent to the financial thriving of firms. The current study examined the impact of CRM process and employee support on client retention in architectural firms in Nigeria. 189 copies of questionnaire (66.78% response rate) were retrieved from randomly selected respondents in Lagos, Abuja, Kaduna and Port Harcourt, Nigeria. The data was analysed with descriptive statistics and multiple regression analyses using SPSS software. The coefficients of regressions of the predictors of the study showed that CRM Initiation Process (β = 0.56, p = 0.01) and Employee Support (β = 0.17, p = 0.03) had statistically significant impact on Client Retention. However, CRM Maintenance Process (β = -0.05, p = 0.84) had no statistically significant impact on Client Retention. Managerial recommendations and areas for further studies were highlighted.