CUSTOMER SERVICE MANAGEMENT STRATEGIES AND BUSINESS GROWTH OF SMALL AND MEDIUM-SIZED ENTERPRISES IN UGHELLI, DELTA STATE, NIGERIA

Abstract

This study examined the relationship between customer service management (CSM) strategies and the growth of small and medium-sized enterprises (SMEs) in Ughelli, Delta State, Nigeria. Grounded in the resource-based view of the firm, the study hypothesized that no significant relationship exists between customer service management strategies and SME growth. Using a descriptive survey design with a sample of 200 SME owners and managers drawn through simple random sampling, data were collected via structured questionnaires and analyzed using Pearson Product-Moment Correlation Coefficient. Results revealed that SMEs predominantly deploy traditional customer service channels—telephone support (Mean = 3.34), self-service systems (Mean = 3.28), face-to-face interactions (Mean = 3.13), and customer feedback mechanisms (Mean = 3.13) while exhibiting limited adoption of digital platforms. The correlation analysis yielded r = 0.742 (p = 0.000), indicating a strong positive and statistically significant relationship between CSM strategies and SME growth, thereby rejecting the null hypothesis. The study concludes that deliberate and structured deployment of customer service strategies constitutes a critical determinant of SME growth in Ughelli and recommends targeted employee training, phased technology adoption, and formalized customer service policies.