Companies now face more challenges as the turbulence in the environment continues. Getting and maintaining loyal customers for higher organizational performance is critical for survival and growth. This study aimed at identifying the effect of the customer relationship marketing on organizational performance in the crop protection industry, with a case study of RealIPM Company. There have been prices adjustments due to competition, promotional material and rebranding and all this efforts are part of the processes that help in building long term relationships with the customers and by nature of it, it only serves as a short term strategy to attain competitive advantage. The specific objectives were to establish the effect of customer relationship processes, investigate the effect of customer loyalty and examine the effect of brand values on organizational performance. This study was anchored on commitment-trust theory, customer loyalty theory and brand values theories. The study adopted descriptive research design. The target population was 185 employees from which a sample size of 55 respondents was selected using stratified sampling technique. The instrument of data collection used was the questionnaires. Collected data was analysed using descriptive statistics carried out included the mean, median, mode and standard deviation. Inferential statistics were also carried out to enable generalization of the findings. Regression analysis and ANOVA were carried out.
