The Influence of Organizational Agility on Customer Retention in Medium Scale Businesses in Nigeria

Firms that operate in the informal sector in most developing countries are technologically backward, with low levels of human resource skills, weak management systems and entrepreneurial capabilities, unavailability of appropriate and timely information, insufficient use of information technology, poor product quality and standardization, and unfriendly environmental production processes. This has impeded their ability to take on suitable organizational forms. This research sought to ascertain if there is a significant relationship between organisational agility and customer retention in medium-scale enterprises in the north-central zone of Nigeria. To achieve this objective, the variables were operationalized and a model was specified. The study adopted descriptive survey research design. Data were gathered from primary sources and the study hypothesis was tested using the Multiple Regression Technique. From the result of the regression analysis, organizational agility was found to have a positive and significant relationship with customer retention in medium-scale enterprises in North-Central Nigeria. Based on these findings, the study recommended that enterprises should exploit the resources that generate their present value while also exploring new opportunities to adapt it to changing markets.