Influence of Customer Relationship Management on Online Patronage of Fashion Products in Port Harcourt, Nigeria

Author(s): Fiiwe, J. L
Page: 126 - 147
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Publisher: The Creek Journals
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Abstract:

This study examined the influence of customer relationship management on online patronage of fashion products in Port Harcourt, Nigeria. Its objective was to determine the effect of commitment, communication, trust and conflict handling dimension of CRM on online patronage of fashion products in Port Harcourt, Nigeria. Descriptive survey research design was adopted for the study. A sample of 288 fashion traders was selected using convenience sampling technique. PorHarcourt, Rivers state. Data collected were analyzed using percentages, mean and standard deviation. The findings showed that commitment dimension of CRM have positive but insignificant effect on online patronage of fashion products in Port Harcourt, Nigeria. Also, it was found that The communication, trust and conflict handling dimension of CRM have positive and significant effect on online patronage of fashion products in Port Harcourt, Nigeria. Recommendations made among others include that: firms that deal in fashion product should effectively adopt commitment dimension of CRM in order to promote online patronage of their fashion products.

Citations:

Fiiwe, J. L "Influence of Customer Relationship Management on Online Patronage of Fashion Products in Port Harcourt, Nigeria" Volume 1 Issue 1 Oct, 2025