The Role of Customer Relationship Management in Building Brand Loyalty. A selected study of the Beef Industry in Zimbabwe.

Abstract

This study explores the role of Customer Relationship Management (CRM) in building brand loyalty within Zimbabwe’s beef industry, a sector of significant socio-economic importance facing intense competition and market challenges. The purpose is to evaluate how CRM strategies influence customer engagement, satisfaction, and loyalty to beef brands in Zimbabwe’s dynamic market environment. Employing a descriptive research design, data was collected through surveys and interviews with 370 beef consumers and 50 producers and retailers. Analysis revealed that while basic CRM practices such as personalized communication are in use, overall CRM adoption remains limited due to infrastructural and resource constraints. Key findings highlight that customer trust, perceived value, and satisfaction strongly mediate the relationship between CRM and brand loyalty. Structural challenges, including fragmented supply chains and limited digital engagement, hamper CRM effectiveness and brand visibility. The study recommends that beef industry stakeholders prioritize integrating comprehensive CRM systems, leveraging digital platforms, and enhancing cross-functional collaboration to build sustainable brand loyalty. Future research should explore longitudinal studies incorporating dimensions like service quality and e CRM to deepen understanding of CRM’s impact in agribusiness sectors. This research contributes new insight into CRM application in emerging markets and offers practical guidance for fostering brand loyalty in Zimbabwe’s beef industry.