THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON NIGERIAN FOOD AND BEVERAGE FIRM PERFORMANCE

In Nigeria’s competitive food and beverages industry, attracting and retaining customers is critical for sustainable growth. Customer Relationship Management (CRM) has emerged as a strategic tool for enhancing interactions with current and potential customers through data-driven insights, relationship-building, and personalized marketing. Effective CRM implementation can significantly improve sales turnover, increase market share, and boost overall organizational performance by streamlining sales processes and tailoring services to customer needs. Beyond revenue generation, CRM fosters customer satisfaction, loyalty, and trust, which are fundamental to long-term profitability. This study examines the influence of CRM practices on the performance of Nigerian food and beverage firms, highlighting how relationship-focused strategies, empathy, and effective communication channels contribute to improved customer experiences and operational efficiency. Insights from this research provide practical recommendations for companies to adopt modern CRM approaches, optimize customer interactions, and enhance competitive advantage in the rapidly evolving Nigerian market.