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Customer Relationship Management and Survival of Manufacturing Small and Medium Enterprises in Nigeria

Author

Listed:
  • Nwankwo, Cosmas Anayochukwu

    (University of KwaZulu Natal)

  • Kanyangale, MacDonald Isaac

    (University of KwaZulu Natal)

Abstract

Many firms, especially manufacturing small and medium enterprises (SMEs), have ignored the need for good customer relationship management (CRM), which has caused many customer losses. This study examines the effect of CRM on the survival of manufacturing SMEs in Anambra State, Nigeria. This quantitative study adopted a positivistic paradigm and a survey research method. The population of the study was the owner and managers of manufacturing SMEs in Anambra State, Nigeria. A structured questionnaire was adopted for data collected from owners and managers of manufacturing SMEs. Multiple Regression Analysis (MRA) and other statistics were used to analyse the data. The study found that customer orientation has a more significant and positive effect on the survival of manufacturing SMEs, followed by service quality and customer service. At the same time, complaint handling significantly and negatively affects manufacturing SMEs' survival. The study concluded that CRM significantly affects the survival of manufacturing SMEs in Anambra State, Nigeria. The paper recommends, amongst others, that SMEs should acknowledge customer orientation as an effective strategy in ensuring companies keep abreast of customer needs to satisfy them and ensure survival effectively.

Suggested Citation

  • Nwankwo, Cosmas Anayochukwu & Kanyangale, MacDonald Isaac, 2023. "Customer Relationship Management and Survival of Manufacturing Small and Medium Enterprises in Nigeria," Journal of Economic and Social Development, Clinical Journals Press, vol. 10(02), pages 01-11, September.
    • Handle: RePEc:ris:joeasd:0028
    as

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    References listed on IDEAS

    as
    1. A. Salim & M. Setiawan & R. Rofiaty & F. Rohman, 2018. "Focusing on Complaints Handling for Customer Satisfaction and Loyalty: The Case of Indonesian Public Banking," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 404-416.
    2. Lena Saleh & Laura El Saheli, 2018. "The Impact of CRM Strategy on Customer Loyalty in SMEs," International Business Research, Canadian Center of Science and Education, vol. 11(11), pages 37-45, November.
    3. Uzairu Muhammad Gwadabe & Noor Aina Amirah, 2017. "Entrepreneurial Competencies: SMEs Performance Factor in the Challenging Nigerian Economy," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 3(4), pages 55-61, December.
    4. A. Salim & M. Setiawan & R. Rofiaty & F. Rohman, 2018. "Focusing on Complaints Handling for Customer Satisfaction and Loyalty: The Case of Indonesian Public Banking," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 404-416.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Relationship Management; Survival; Manufacturing SME; Customer Orientation; Customer Service; Service Quality; Complaint Handling;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

    Statistics

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