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ABSTRACT
This study examines the relationship between Customer Relationship Management (CRM) strategies and performance metrics within fashion enterprises in Nigeria. Using a onesample t-test analysis, the study investigates the effectiveness of CRM strategies, including Customer Data Management, Customer Support, Segmentation Techniques, and the utilization of Customer Feedback and Surveys, in enhancing business performance and customer satisfaction. The findings reveal significant positive associations between effective CRM practices and various performance metrics within the Nigerian fashion industry. Specifically, the study highlights the importance of accurate and comprehensive Customer Data Management in understanding and meeting customer needs, timely and efficient Customer Support in enhancing customer satisfaction, effective Customer Segmentation in targeting marketing efforts, and the active utilization of Customer Feedback in driving continuous improvement and innovation. The results underscore the strategic significance of CRM strategies in achieving business success in the competitive fashion market. Based on these findings, recommendations are provided to assist fashion enterprises in Nigeria in optimizing their CRM practices to improve business performance and customer satisfaction, ultimately ensuring sustained success in the industry.
