The Relationship that Exists between Chatbot Usage and Customer Relationship Management for MSMEs in Anambra State

Micro, small and medium scale enterprises (MSMEs) in Anambra State face challenges in managing customer relationships efficiently, often due to limited resources and inadequate adoption of digital tools. This study investigates the impact of ChatBot usage on customer relationship management (CRM) among MSMEs in the region. Utilizing a survey research design, data were collected through structured questionnaires distributed to MSME operators across various sectors. Descriptive statistics such as means and frequencies were used to analyze respondent perceptions, while Pearson Product Moment Correlation was employed to test the relationship between ChatBot usage and CRM. The results revealed strong agreement among respondents that ChatBots enhance prompt customer engagement and satisfaction, with a significant correlation (r = .923, p = .000) indicating a robust positive relationship between ChatBot usage and effective CRM. The findings suggest that ChatBots play a vital role in improving communication efficiency and customer satisfaction for MSMEs in Anambra State. It is recommended that greater emphasis be placed on digital literacy and access to AI-powered tools to strengthen CRM practices within the sector.