The Role of Customer Relationship Management in Increasing Sales: A Case Study of SMEs in Port Harcourt
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Background of the Study
Customer Relationship Management (CRM) has become a cornerstone for businesses seeking to build long-term relationships with customers and increase sales. For Small and Medium Enterprises (SMEs) in Port Harcourt, CRM practices can enhance customer satisfaction, loyalty, and revenue growth (Amadi & Okoro, 2023).
Effective CRM involves using tools and strategies to manage interactions with customers, track purchasing behavior, and deliver personalized experiences. SMEs often face resource constraints that limit their ability to implement sophisticated CRM systems. However, even basic CRM practices can significantly impact sales performance.
This study investigates the role of CRM in increasing sales among SMEs in Port Harcourt, highlighting best practices and areas for improvement.
Statement of the Problem
Many SMEs in Port Harcourt struggle to maintain customer loyalty and achieve consistent sales growth due to inadequate CRM practices. Limited knowledge, technological barriers, and financial constraints hinder the adoption of effective CRM strategies.
Despite its importance, there is insufficient research on how SMEs in Port Harcourt leverage CRM to boost sales. This study addresses this gap by examining the impact of CRM practices on sales performance.
Objectives of the Study
1. To assess the CRM practices adopted by SMEs in Port Harcourt.
2. To evaluate the impact of CRM on sales performance.
3. To recommend strategies for enhancing CRM effectiveness among SMEs.
Research Questions
1. What CRM practices are adopted by SMEs in Port Harcourt?
2. How does CRM influence sales performance among SMEs?
3. What strategies can improve the effectiveness of CRM practices?
Research Hypotheses
1. H₀: CRM practices do not significantly influence sales performance among SMEs in Port Harcourt.
2. H₀: Ineffective CRM does not significantly contribute to customer dissatisfaction.
3. H₀: Proposed strategies do not significantly enhance CRM effectiveness.
Scope and Limitations of the Study
The study focuses on SMEs in Port Harcourt, analyzing CRM practices and their impact on sales. Limitations include variability in CRM adoption levels and limited access to proprietary data.
Definitions of Terms
• Customer Relationship Management (CRM): Strategies and technologies used to manage customer interactions and relationships.
• SMEs: Small and Medium Enterprises, typically defined by their size and turnover.
• Sales Performance: The effectiveness of a business in achieving revenue and growth objectives.
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