Digital CRM Tools and Consumer Retention in Nigeria’s FMCG Sector: A Quantitative Analysis

Abubakar Ado Adamu; Aliyu Audu  Gemu; Babangida Salau Zailani

doi:10.59613/ssb5n088

Authors

Abubakar Ado Adamu Ahmadu Bello University, Zaria, Nigeria Author https://orcid.org/0000-0003-2672-7251
Aliyu Audu Gemu Ahmadu Bello University, Zaria, Nigeria Author
Babangida Salau Zailani Ahmadu Bello University, Zaria, Nigeria Author

DOI:

https://doi.org/10.59613/ssb5n088

Keywords:

Digital CRM, Consumer Retention, FMCG Sector

Abstract

This study examines the impact of digital CRM tools on consumer retention within the FMCG sector in Nigeria. Employing a quantitative research design, the study utilized a sample size of 376 respondents out of 500 surveyed, with a high response rate of 75.2%. The research investigates three dimensions of digital CRM tools: personalized marketing communication (PMC), automated customer service (ACS), and data-driven insights (DDI). Utilizing regression analysis with SPSS, the study finds that each dimension positively influences consumer retention. Specifically, personalized marketing communication enhances customer loyalty through tailored engagement, automated customer service improves satisfaction by streamlining support, and data-driven insights enable informed decision-making to meet customer needs effectively. The findings highlight the practical implications of integrating advanced CRM strategies to boost retention rates and provide actionable recommendations for FMCG companies. The study also suggests further research into sector-specific personalization, emerging technologies, and cross-regional CRM impacts to deepen understanding and optimize CRM applications.

Author Biographies

Abubakar Ado Adamu, Ahmadu Bello University, Zaria, Nigeria

Dr. Abubakar Ado Adamu is a renowned scholar in Business Administration and Management, with a particular emphasis on the intersection of digital orientation and SME performance. His research investigates how digital attributes such as alertness, curiosity, passion for innovation, and openness, alongside digital initiatives and strategic thinking, impact the performance and growth of small and medium-sized enterprises. With over 10 years of experience and contributions to more than 25 national and international journals and conferences, Dr. Adamu has made significant strides in advancing the academic and practical understanding of digital transformation within the SME sector. His work provides crucial insights into how digital technologies and strategic approaches can enhance organizational effectiveness and competitiveness in today's rapidly evolving digital environment.
Aliyu Audu Gemu, Ahmadu Bello University, Zaria, Nigeria

Dr. Aliyu Audu Gemu is a distinguished faculty member renowned for his esteemed character and significant contributions to the field of management. With a robust academic background and a passion for research, Dr. Gemu has published numerous influential articles in prestigious management journals, earning him widespread recognition in the academic community. His expertise spans various facets of management theory and practice, and he is highly respected for his innovative approaches and insightful analyses. As a dedicated educator and mentor, Dr. Gemu is committed to fostering academic excellence and inspiring the next generation of leaders in the field. His work continues to impact both the scholarly world and practical management applications, solidifying his reputation as a leading figure in management education and research.
Babangida Salau Zailani, Ahmadu Bello University, Zaria, Nigeria

Dr. Babangida Salau Zailani is an esteemed scholar specializing in the field of marketing. His expertise spans various aspects of marketing, including strategic marketing, consumer behavior, and market analysis. Dr. Zailani has a robust portfolio of journal publications, showcasing his extensive research and contributions to the academic community. Additionally, he is an active participant in numerous conferences, where he shares his insights and findings with peers and industry professionals. His work not only advances theoretical knowledge in marketing but also provides practical solutions and strategies for addressing contemporary marketing challenges. Through his research and academic engagement, Dr. Zailani plays a pivotal role in shaping the understanding and application of marketing principles in both academic and real-world contexts.