CUSTOMER RELATIONSHIP MANAGEMENT AND BUSINESS PERFORMANCE IN SMALL-SCALE TAILORING ENTERPRISES IN BENIN CITY.

This study investigated the influence of Customer Relationship Management (CRM) practices on business performance among small-scale tailoring enterprises in Benin City, Nigeria. The objectives were to examine CRM adoption levels, assess its effects on customer retention and loyalty, evaluate the role of technology and record management, investigate the impact of personalized customer service on business growth, and identify implementation challenges. A descriptive survey design was adopted, and data were collected using a structured questionnaire administered to 395 tailoring enterprises, determined through Cochran's formula. A total of 321 valid responses were obtained, representing an 81.3% response rate. Data were analysed using descriptive statistics and Pearson correlation at 0.05 significance level. Findings revealed high CRM adoption among tailoring businesses, particularly in maintaining customer records, leveraging feedback to improve service quality, and engaging customers through digital platforms such as WhatsApp and Instagram. The study established a significant positive relationship between CRM adoption, customer retention, and business performance. Technology and record management moderately enhanced operational efficiency and sales growth, while personalized service delivery significantly promoted customer satisfaction and repeat patronage. However, financial limitations, inadequate technological infrastructure, and insufficient employee training were identified as key implementation barriers. The study concludes that strategic CRM adoption is vital for enhancing competitiveness, profitability, and long-term sustainability. It recommends that tailoring enterprises invest in affordable technology-driven CRM systems, prioritize employee training, and strengthen customer-focused relationship strategies to achieve improved business outcomes in Nigeria's fashion industry.