Abstract:
The subject of customer relation on market performance is of great importance for beer
industries that want to be competitive in marketplace. Currently, customer relation on marketing
performance is attracting the attention of beerindustries. The purpose of this study was to
investigate the impact of customer relationship marketing on market performance Dashen
Brewery S.C as a case study. Primary data were collected and the researcher used quantitative
research approach to test the proposed hypothesis and draw a solid conclusion. The target
population of the study was customers of all beer sales. The study was addressed using crosssectional
survey design using systematic sampling methods to get the eligible respondents. Beer
industries should follow a customer-oriented strategy to cope with the challenges in business
nowadays since this can improve customer relationship and thus help the firm to reduce the cost
of marketing, improve and stabilize revenues, and adapt in a timely and suitable adequate way to
changes in customers’ profiles or preferences. The results regarded with research question
number one included about the firm’s four phases of activity category as the early stage of
development relationship, the starting stage, once conduct in relationship marketing and the
general relationship marketing on the market performance of Dashenbeer.The second research
question verified about the determinant factors that influence on the Customer Relationship
marketing on the Market Performance.
