Digital Customer Relationship Management (CRM) Practices and the Operational Performance of Agribusiness SMEs in Ibadan, Oyo State, Nigeria

Abstract

This study investigates the influence of Digital Customer Relationship Management (CRM) practices on the operational performance of agribusiness Small and Medium Enterprises (SMEs) in Ibadan, Oyo State, Nigeria. Specifically, it examines how data analytics for customer engagement affects inventory management, how mobile CRM integration influences supply chain efficiency, and how social media engagement impacts production cycle efficiency. Employing a descriptive survey design. The target population comprises all employees of agribusiness SMEs operating across Ibadan's 11 Local Government Areas (LGAs) with total of 1,905. A quota sampling technique was applied, selecting a maximum of 15 respondents from each SMEs to select 331 employees across 22 agribusiness SMEs in Ibadan using structured questionnaires. Data were analysed using Multiple regression analysis. The result revealed that data analytics significantly influences inventory management (R² = 0.510, F = 342.957, p < 0.000), mobile CRM integration substantially affects supply chain efficiency (R² = 0.710, F = 806.839, p < 0.000), and social media engagement positively impacts production cycle efficiency (R² = 0.467, F = 287.752, p < 0.000).The findings demonstrate that digital CRM practices constitute fundamental determinants of operational efficiency in agribusiness SMEs. The study recommends that agribusiness SMEs should prioritize investment in predictive analytics platforms, implement mobile-responsive CRM systems, and integrate social media platforms into production planning processes to enhance operational performance.