Volume 11, Issue 12 (December 2024), Pages: 200-206

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 Original Research Paper

The impact of customer relationship management on consumer behavior: A case study of small businesses in Mogadishu, Somalia

 Author(s): 

 Mohamed Abdi Dhaqane *, Mohamud Ahmed Mohamed, Marwa Abdullah Moallim

 Affiliation(s):

 Faculty of Management Science, SIMAD University, Mogadishu, Somalia

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0003-8821-0706

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.12.022

 Abstract

This study examines the impact of customer relationship management (CRM) on consumer behavior in small businesses in Mogadishu, focusing on the cosmetics and apparel sectors. Using a quantitative approach, data were collected through an online questionnaire from 90 participants and analyzed with SmartPLS 4 software. The findings reveal significant positive correlations between customer orientation (0.905) and technology-based CRM (0.937) with consumer behavior. These results highlight that CRM practices positively influence consumer behavior, marketing strategies, customer satisfaction, and firms' competitive capacity. The study suggests that small businesses can utilize CRM technologies to personalize customer interactions, enhance service quality, increase engagement, and integrate systems for continuous strategy improvement. Future research could explore a larger dataset and additional variables to expand these findings.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Customer relationship management, Consumer behavior, Small businesses, Mogadishu, CRM technology

 Article history

 Received 25 March 2024, Received in revised form 24 October 2024, Accepted 25 November 2024

 Acknowledgment

The authors would like to express their sincere gratitude to SIMAD University for its generous financial support, which has been instrumental in enabling the pursuit of their research objectives. The university's commitment to fostering academic excellence has profoundly contributed to the success of this study.

 Compliance with ethical standards

 Ethical considerations

This study followed ethical standards with informed consent, anonymized data, and Ethics Committee approval. Participants could withdraw anytime, and data security was ensured.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Dhaqane MA, Mohamed MA, and Moallim MA (2024). The impact of customer relationship management on consumer behavior: A case study of small businesses in Mogadishu, Somalia. International Journal of Advanced and Applied Sciences, 11(12): 200-206

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 Figures

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 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5

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