CUSTOMER RELATIONSHIP MANAGEMENT AND ITS INFLUENCE ON THE PERFORMANCE OF SMES IN ENUGU STATE
Abstract
The study evaluated the customer relationship management and its influence on the performance of SMEs in Enugu State. The specific objectives were to: evaluate the effect of customer loyalty on number of purchases and identify the effect of customer Security on the commitment of SMEs in Enugu State. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire. A total population of 143 staff was used. The whole population was used due to small number. 133 staff returned the questionnaire and accurately filled. Data was presented and analyzed using Likert Scale and the hypotheses using t – test. The findings indicated that customer loyalty had significant positive effect on number of purchases t(95, n = 133), 8.964,p. < .05. And Customer Security had significant positive effect on the commitment of SMEs in Enugu State, t(95, n = 133), 5.805,p. < .05. The study concluded that Customer loyalty and Customer Security had significant positive effect on the sales volume, number of purchases, output, and commitment of SMEs in Enugu State. The study recommended among others that the firms should aim at having Customer loyalty which is a result of a consistent satisfactory experience, which leads customers to favor one brand over the others
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Customer, Relationship, Management, Influence, PerformanceDownloads
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Copyright (c) 2024 Oboko, Winny Chinonso, Ph.D. , Ugwu Felix Ikechukwu, Ph.D.
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