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September 10, 2025

Good Customer Relationship Management (Crm) and Organisational Performance in Small and Medium Enterprises in Prince Abubakar Audu University, Anyigba, Kogi State, Nigeria

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Survey analysis shows CRM positively influences organizational performance in SMEs, highlighting customer loyalty and satisfaction.

Customer satisfaction significantly enhances organizational performance in small and medium enterprises.
Customer loyalty contributes positively to the performance of SMEs, encouraging effective CRM strategies.
Survey research methodology utilized structured questionnaires with 241 respondents from various SMEs.
Findings suggest improving customer satisfaction programmes could boost competitiveness and profitability.

Benard et al. (2024) studied this question.

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