CUSTOMER RELATIONSHIP MANAGEMENT AND BUSINESS PERFORMANCE: LESSONS FROM MOBILE NETWORK PROVIDERS IN KWARA STATE

Abstract

Customer relationship management has emerged as a central driver of competitiveness and long-term sustainability for businesses in the 21st century. As markets become increasingly saturated and consumers gain access to alternative providers, companies are compelled to create and nurture relationships with their customers rather than rely solely on traditional marketing and transactional exchanges. The study investigated the influence of customer relationship management on business performance using mobile network companies in Kwara State. The study adopted descriptive survey design. Three purposes and three research questions guided the study. The population of the study comprised staff and customers of network provider companies with operations in Ilorin, Kwara State. The staff population consists of 67 individuals, while the customer population is considered infinite due to the large and undefined number of customers. The study involved the entire staff population of 67 individuals, eliminating the need for sampling. Therefore, a census approach was used for staff. A sample size of 400 was determined using the Taro Yamane Formula. The data for the study was collected through questionnaire which was duly validated. Mean and standard deviation were used to analyse the research questions. The study found that customer relationship management positively influenced customer satisfaction, loyalty and profitability of mobile network companies to high extent. Based on these findings, it was concluded that customer relationship management is not merely a supportive tool but a critical strategy for enhancing competitiveness in the highly dynamic telecommunications sector. Thus, mobile network companies that strategically invest in customer relationship management practices are better positioned to achieve customer-centric growth, sustain market leadership, and secure long-term profitability in Kwara State and beyond.  It was therefore recommended among others that mobile network companies should intensify personalized service delivery through effective use of customer data and feedback.

Keywords: Customer relationship management, Business performance, Customer satisfaction, Customer loyalty, Profitability.