The Impact of Digital Relationship Marketing on Customer Loyalty in SMEs Post-COVID-19 in Nigeria

Authors

  • Emmanuel Nwaka Nwaka Department of Chemical Engineering, Federal University of Technology Owerri, Nigeria
  • Oladele Oluwatobi Grace Department of Agricultural and Resource Economics, Federal University of Technology Akure, Nigeria
  • Usman Alhaji Umar Department of Economics and Management, Moscow Polytechnic University, Russia
  • Onyeabor Sophia Amaka Department of Mass Communication, Madonna University Okija, Nigeria
  • Theresa Ogan Department of Data Science, National University of Science and Technology, Moscow, Russia
  • Ogan Praise Dawuta Department of Political Science, Rivers State University, Nigeria
  • Adegbenro Adewale Gideon Department of Geology, Moscow State University of Geodesy and Cartography, Russia
  • Ajayi Abiola Samuel Department of Computer Science, Texas Southern University, Texas, USA
  • Abuo Precious Osarr Department of Mechanical Engineering, Cross River University of Technology, Calabar, USA https://orcid.org/0009-0005-7835-1630

Keywords:

COVID-19, Customer Loyalty, Digital Relationship Marketing, Marketing Strategies, Nigeria, Small and Medium Enterprises, SMEs, Data analytics

Abstract

The purpose of this study is to investigate how digital relationship marketing can increase customer loyalty in Nigerian SMEs. The goal is to identify the factors that influence the use of digital marketing tools and assess the effectiveness of various digital channels in promoting customer loyalty. The study used a mixed methods approach which included collection of both qualitative and quantitative data. A descriptive correlational study design was used and 388 respondents (customers) were given a structured questionnaire, and 10 chosen SMEs were interviewed. Regression and correlation analyses were conducted in the Statistical Package for the Social Sciences (SPSS) to study the relationships between digital marketing strategies and customer loyalty. The findings reveal a moderately positive and statistically significant relationship (r = 0.566, p < 0.01) between the adoption of digital relationship marketing tools and customer loyalty. The study identifies key digital marketing strategies, such as personalised email marketing and social media engagement, as effective means of enhancing customer loyalty. According to the findings, digital marketing has become essential for building relationships with customers, but it needs to be combined with a dedication to excellence and customer service.

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Published

2025-10-18

How to Cite

Nwaka, E. N., Grace, O. O., Umar, U. A., Amaka, O. S., Ogan, T., Dawuta, O. P., Gideon, A. A., Samuel, A. A., & Osarr, A. P. (2025). The Impact of Digital Relationship Marketing on Customer Loyalty in SMEs Post-COVID-19 in Nigeria. Journal of Consumer Behavior, Marketing, and Management, 1(1), 26–33. Retrieved from https://journals.e-palli.com/home/index.php/jcbmm/article/view/4874

Issue

Vol. 1 No. 1 (2025): Journal of Consumer Behavior, Marketing, and Management

Section

Research Articles

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Copyright (c) 2025 Emmanuel Nwaka Nwaka, Oladele Oluwatobi Grace, Usman Alhaji Umar, Onyeabor Sophia Amaka, Theresa Ogan, Ogan Praise Dawuta, Adegbenro Adewale Gideon, Ajayi Abiola Samuel, Abuo Precious Osarr

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This work is licensed under a Creative Commons Attribution 4.0 International License.