Moderating effect of organizational trust on customer relationship management and organizational performance of manufacturing firms in Nigeria

Abstract

The study measures the moderating effect of organizational trust on customer relationship management and organizational performance of manufacturing firms in Nigeria. Data was collected using a questionnaire from 381 respondents in the Nigerian manufacturing industries. Partial least squares structural equation path modeling (SMART PLS-SEM 4) was used to analyze the study's hypotheses. The study findings show a positive and significant relationship between customer relationship management and organizational performance. Also, organizational trust significantly moderates the relationship between customer relationship management and organizational performance. The study infers that customer relationship management matches organizational trust, and a firm’s performance is inevitable for resilient supply chain practices. Hence, the study contributes theoretically by examining the moderating role of organizational trust on customer relationships and organizational performance. The result of this study would help managers or policymakers draft action plans by identifying and prioritizing their supply chain strategies that will enhance organizational trust, customer relationship management, and firm performance. The study will aid managers in increasing their knowledge on strategic decisions regarding what to prioritize so that organizations can achieve
effectiveness in resourcefulness and performance in supply chain management.