INFORMATION TECHNOLOGY AS A TOOL FOR EFFECTIVE CUSTOMER RELATIONSHIP

Abstract

The effective utilization of information technology within enterprises plays a pivotal role in enhancing interactions between companies and customers across various contexts. Companies can engage with their customer base through digital channels by offering their products on technological platforms. The previous research on how firms employ Customer Relationship Management (CRM) to sustain their global competitiveness has predominantly centered on qualitative methodologies, particularly within the Nigerian landscape. This study aimed to explore the connection between CRM strategies and customer satisfaction, employing a quantitative approach that involved surveys for data collection. A total of 400 questionnaires were distributed to customers, and statistical software for social sciences was used for regression analysis to examine the stated hypotheses. The study's findings indicate a positive impact of customer relationship management on customer satisfaction. Based on the results, it is concluded that beyond relying on social media to drive repeat patronage, managers should understand that while social media plays a role, it may not be the sole driver. Combining social media efforts with other strategies to enhance customer loyalty may yield more effective results.