MAMUDU Oshiozekha Ganiyu1* & OGEDENGBE Frank Alaba Ph.D.2
1Lecturer I, Department of Business Administration and Management
School of Administration, Business and Management Studies
Auchi Polytechnic, Auchi, Edo State, Nigeria
2Senior Lecturer, Department of Business Administration
Nile University, Abuja, Nigeria
*For correspondence, email: ogmamudu@auchipoly.edu.ng
Abstract
This study explored the relationship between customer relationship management (CRM) practices and customer loyalty in the fashion industry among students at Auchi Polytechnic. A cross-sectional research design was employed to collect data from 350 students using a structured questionnaire. The demographic analysis showed that the sample consisted predominantly of females (57.1%), with the majority of respondents aged 21-23 years and male (42.9%). Multiple regression and correlation analyses were conducted to assess the impact of CRM practices such as Customer Data Management (CDM), Customer Support Services (CSS), and Feedback Utilisation (FBU) on customer loyalty. The findings reveal that all CRM practices examined have a positive and significant relationship on customer loyalty. Specifically, Feedback Utilisation (FBU) exhibited the strongest relationship (β = 0.383; p < 0.05), followed by CDM (β = 0.301; p < 0.05) and CSS (β = 0.102; p < 0.05). This study concludes that effective CRM practices, particularly the strategic use of customer feedback, significantly enhance customer loyalty, providing valuable insights for fashion brands aiming to build long-term customer relationships. It was recommended that fashion brands should prioritise the effective collection and utilisation of customer data to personalise the shopping experience.
Keywords: Customer Data Management, Customer Support Services, Customers Loyalty, Fashion outfits, Feedback Utilisation.
