The study aimed to analyze the mediating role played by relationship quality on the link between electronic customer relationship management strategy and performance of SMEs in Nairobi County, Kenya. In this research, relationship quality is composed of trust, commitment, and satisfaction. Key findings indicate that relationship quality mediates the relationship between electronic customer relationship management strategy and the performance. Capability to broaden customer knowledge and extend successful relationships with customers is laid upon the organization’s ability to identify with customers, their individual preferences, expectations and varying needs. On mediation of relationship quality, satisfied customers are more likely to share positive experiences with others, leading to positive marketing. This can attract new customers to the SME, increasing its customer base. Additionally, a positive reputation built on strong relationships can enhance the SME’s brand image, attracting more customers and driving sales. Loyal customers who have a positive relationship with the SME are more likely to become advocates for the business. They can provide valuable feedback and testimonials, which can be utilized by the SME for product/service improvement and marketing purposes. This feedback loop ensures that the SME stays attuned to customer needs, leading to the development of products/services that align with customer preferences, ultimately driving sales and enhancing performance.
Cite this paper
Rotich, S. C. , Komen, J. and Cheboi, J. (2025). Mediating Role of Relationship Quality among Small and Medium Enterprises in Nairobi County, Kenya. Open Access Library Journal, 12, e2320. doi: http://dx.doi.org/10.4236/oalib.1112320.
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