The Role of Customer Relationship Management in Enhancing Brand Loyalty in Ilorin Metropolis: a Case Study of Nigerian Brewery

ABSTRACT
This study investigates the pivotal role of Customer Relationship Management (CRM) in enhancing brand loyalty among consumers in the Ilorin metropolis, with a specific focus on Nigerian Breweries as a case study. The research seeks to understand how Customer Relationship Management (CRM) strategies encompassing personalized customer engagement, effective feedback mechanisms, loyalty reward programs, and proactive customer service, contribute to building trust, fostering customer satisfaction, and cultivating long-term brand commitment in a highly competitive beverage market. A quantitative survey approach was adopted, utilizing a structured questionnaire administered to a sample of 138 respondents, all of whom are confirmed consumers of Nigerian Breweries’ products. The respondent pool consisted of 85 males (61.6%) and 53 females (38.4%), with the majority (55%) falling within the 26–35 age bracket, 25% aged 18–25, and 20% aged 36–45. The sample size was determined using the Bill Godden sample size determination formula, assuming an infinite population to ensure statistical reliability and representativeness. Data collected were analyzed to assess the effectiveness of Customer Relationship Management (CRM) practices in driving brand loyalty and to identify key factors influencing consumer behavior in the Ilorin metropolis. The findings underscore the significant impact of tailored Customer Relationship Management (CRM) initiatives on strengthening customer-brand relationships and highlight the mediating role of customer satisfaction in maintaining loyalty. This study offers practical recommendations for Nigerian Breweries and similar organizations to optimize Customer Relationship Management (CRM) strategies, enhance customer retention, and achieve competitive advantage in the Ilorin metropolis and comparable markets. Additionally, the research contributes to the broader discourse on CRM's role in brand management within developing economies.