Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between customer relationship marketing and market share has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Sokoto State where operating conditions differ markedly from more developed markets.

Sokoto State presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

While customer relationship marketing is widely discussed in policy and industry circles, empirical evidence on its actual effect on market share within Sokoto State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to customer relationship marketing are helping or hindering market share — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Customer Relationship Marketing on market share in Sokoto State.
2. To assess the extent to which customer relationship marketing influences market share within the study area.
3. To identify the challenges associated with customer relationship marketing in relation to market share.
4. To recommend strategies for optimizing customer relationship marketing in order to improve market share.

1.4 Research Questions

1. What is the effect of customer relationship marketing on market share in Sokoto State?
2. To what extent does customer relationship marketing influence market share within the study area?
3. What challenges are associated with customer relationship marketing in relation to market share?
4. What strategies can be adopted to optimize customer relationship marketing in order to improve market share?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Sokoto State seeking to understand how customer relationship marketing translates into measurable outcomes around market share. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

In terms of scope, this study confines itself to Sokoto State, focusing specifically on how customer relationship marketing relates to market share within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.