This study examines the impact of customer relationship management (CRM)
on consumer behavior in small businesses in Mogadishu, focusing on the
cosmetics and apparel sectors. Using a quantitative approach, data were
collected through an online questionnaire from 90 participants and analyzed
with SmartPLS 4 software. The findings reveal significant positive
correlations between customer orientation (0.905) and technology-based
CRM (0.937) with consumer behavior. These results highlight that CRM
practices positively influence consumer behavior, marketing strategies,
customer satisfaction, and firms' competitive capacity. The study suggests
that small businesses can utilize CRM technologies to personalize customer
interactions, enhance service quality, increase engagement, and integrate
systems for continuous strategy improvement. Future research could explore
a larger dataset and additional variables to expand these findings.