Customer Relationship Management and Customer Satisfaction between Electric Distribution Utilities
Carissa A. Vital · The Review of Contemporary Scientific and Academic Studies · 2025
This study examined and compared the Customer Relationship Management (CRM) and Customer Satisfaction among residential consumers of two electric distribution utilities (EDUs): Cebu I Electric Cooperative, Inc. (CEBECO I) and Cebu II Electric Cooperative, Inc. (CEBECO II).Guided by the CRM framework of Admasu (2019) and customer satisfaction indicators by Ong et al. ( 2022), the study investigated the CRM practices customer satisfaction variables.The findings revealed that while both electric distribution utilities were rated favorably, CEBECO I consistently outperformed CEBECO II in key areas.The study concludes that effective CRM strategies aligned with customer expectations are crucial for improved customer satisfaction.