IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 6 NO. 2 2022
DOI: https://doi.org/10.56201/ijmcs.v6.no2.2022.pg42.77

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Customer Care Considerations and Business Performance of Small and Medium Scale Enterprises in Rivers State

Enyinda, Ifeoma E.

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Abstract

This study examined the relationship between customer care considerations and business performance of small and medium scale enterprises in Rivers State. The study adopted the descriptive survey research design where data were collected from managers and marketers of ten (10) small and medium scale enterprises in the manufacturing sector. A sample of 233 respondents was used for the study. The sample size was determined using the Taro Yamane’s formula. A structured questionnaire was used to elicit data from the respondents. The data collected were analyzed using percentage and frequency analysis, mean and standard deviation, while the hypotheses were tested using Spearman Rank Order Correlation Coefficient (rho). The SPSS 22.0 version was used to correlate the data on the study variables. The findings revealed that there is significant relationship between customer enquiry consideration and customer satisfaction. The study also found a significant relationship between customer enquiry consideration and customer patronage of SMEs. A significant relationship was found between customer enquiry consideration and customer retention by SMEs. The study also reported a significant relationship between customer support consideration and customer satisfaction. The study equally discovered a significant relationship between customer support consideration and customer patronage of SMEs. A significant relationship was found between customer support consideration and customer retention by SMEs. The study also found a significant relationship between customer complaint consideration and customer satisfaction. A significant relationship was found between customer complaint consideration and customer patronage of SMEs. The study also reported a significant relationship between customer complaint consideration and customer retention by SMEs. Finally it was revealed that organizational size significantly moderates the relationship between customer care considerati

keywords:

Customer Care Considerations, Business Performance, Small and Medium Scale Enterprises, Rivers State

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