THE ROLE OF SOCIAL MEDIA MARKETING IN ENHANCING TRANSPARENCY AND NATION-BUILDING IN NIGERIA

Abstract

This study examines the relationship between customer care considerations and the business performance of small and medium-scale enterprises (SMEs) in Rivers State. Adopting a descriptive survey research design, data were collected from 233 managers and marketers across ten manufacturing SMEs, with sample size determined using Taro Yamane’s formula. Structured questionnaires were administered, and data were analyzed using percentages, frequencies, mean, and standard deviation, while hypotheses were tested using Spearman Rank Order Correlation Coefficient via SPSS version 22.0. Findings reveal significant positive relationships between customer enquiry, customer support, and customer complaint considerations with customer satisfaction, patronage, and retention. Additionally, organizational size was found to significantly moderate the relationship between customer care considerations and business performance. The study concludes that effective customer care significantly enhances the performance of SMEs in Rivers State. It is recommended that SMEs prioritize customer care strategies to improve satisfaction, loyalty, and overall business outcomes.