EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DIMENSIONS ON SMEs PERFORMANCE: EVIDENCE FROM OYO STATA, NIGERIA

Abstract

This study examined the effect of Customer relationship management (CRM) dimensions on SMEs performance with particular reference to SMEs engaging in Manufacturing in Ibadan metropolis, Oyo State, Nigeria. Purposive sampling techniques were utilized to select small and medium-sized enterprises (SMEs) involved in manufacturing in Ibadan, Oyo State, Nigeria. Additionally, a simple random sampling technique was employed to choose 105 SME operators and managers. Data analysis was performed with the aid of correlation and ordinary least square (OLS) method of estimation. The study found a positive and statistically significant influence of key customer focus, CRM organization, CRM knowledge management and technology-based CRM on SMEs' performance. This suggests that various components of CRM, including key customer focus, CRM organization, CRM knowledge management, and technology-based CRM, all play important roles in enhancing SMEs' performance. By focusing on these aspects and implementing effective CRM strategies, SMEs can achieve improved customer satisfaction, loyalty, and ultimately, business success.