Impact of Customer Relationship Management on the Performance of Small and Medium Enterprises in Gwagwalada Area Council, Fct.

ABSTRACT This study investigated “impact of Customer Relationship Management (CRM) on the performance of Small and Medium Enterprises in Gwagwalada Area Council, FCT. The data used for this study was obtained through questionnaire. The sample size used for this study was 105 (one hundred and five) using the Taro Yamanne Formula. A structured questionnaire was administrated to selected respondents in ten (10) selected SMEs in Gwagwalada Area Council, FCT. The data collected were presented using tables and analyzed with simple percentages, while data were analyzed using Statistical Package for Social Sciences (SPSS) to test the hypothesis. The research findings revealed that there is a positive relationship between Customer Relationship Management (CRM) and Small and Medium Enterprise (SME) and performance. It was also obtained in the study that Customer Relationship Management (CRM) has significantly improved the performance of SMEs in Gwagwalada Area Council, FCT. The study concluded that CRM will allow SMEs to obtain first-hand information on the needs of the society and strategically innovate or create product or service that meet such requirement. The study recommended that in order to overcome the challenge faced by SMEs in implementing and utilizing CRM system, SMEs can consider hiring CRM specialists or consultants, investing in training programs for employees, or partnering with CRM vendors that offer comprehensive support and training services.