The impact of customer relationship management on consumer behavior: A case study of small businesses in Mogadishu, Somalia

This study examines the impact of customer relationship management (CRM)on consumer behavior in small businesses in Mogadishu, focusing on thecosmetics and apparel sectors. Using a quantitative approach, data werecollected 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-basedCRM (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.