GOOD CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND ORGANISATIONAL PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES IN PRINCE ABUBAKAR AUDU UNIVERSITY, ANYIGBA, KOGI STATE, NIGERIA

Abstract

This study investigates the impact of effective Customer Relationship Management (CRM) practices on organizational performance among Small and Medium Enterprises (SMEs) at Prince Abubakar Audu University, Anyigba. The problem addressed is the limited understanding of how CRM dimensions, particularly customer satisfaction and loyalty, affect the performance of SMEs in a competitive business environment. The primary objective of the study is to explore the relationship between customer satisfaction, customer loyalty, and organizational performance. The survey research methodology was employed, utilizing structured questionnaires distributed to a sample of 241 respondents from various SMEs. Data analysis included multiple regression and ANOVA tests to evaluate the relationships among the variables. The findings reveal that both customer satisfaction and customer loyalty have a significant positive effect on organizational performance, indicating that effective CRM strategies can enhance profitability and competitive advantage. Based on these findings, it is recommended that SMEs enhance customer satisfaction programmes and develop loyalty incentives to strengthen customer relationships and improve overall performance.