Browsing by Author "Mohammed Lawal INUWA"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Marketing, Customer Relationship Management and Performance of Small and Medium Enterprises in North East Nigeria
    (Lead City University, Ibadan, 2024-12) Mohammed Lawal INUWA
    This research investigates the moderating role of CRM in the relationship between E- marketing and SME performance in North East Nigeria. The literature review identifies a gap in existing studies, emphasizing the novel focus on the moderating effect of CRM on the relationship between E-marketing and performance of SMEs in North East Nigeria. The study employs a survey research design involving 157,000 registered SMEs with a sample size of 384 in the Six North Eastern states of Nigeria. Structured questionnaires were deployed as the instrument of choice, while descriptive statistical analysis and PLS- SEM were used to analyze the data. The findings of the structural model analysis provide mixed evidence regarding the effectiveness of e-marketing in enhancing SME performance:- E-marketing has a significant positive effect on market share (β = 0.25, p < 0.05) and customer retention (β = 0.18, p < 0.05).- However, the hypothesized direct relationships with competitive advantage (β = 0.09, p > 0.05) and sales performance (β = 0.07, p > 0.05) were not found to have a statistically significant effect. Additionally, Customer Relationship Management did not appear to moderate the relationship between e-marketing and SME performance. The results suggest that while e-marketing can be an effective tool to improve customer retention and increase market share, its impact on other performance metrics may vary within this unique local context. To ensure sustainable growth and competitiveness, SMEs in North East Nigeria must consider a holistic approach to their business strategies and incorporate e-marketing among other key elements. Keywords: E Marketing, CRM , SME Performance, North East Nigeria ,PLS-SEM Word Count: 247