Effect of Customer and Supplier Relationship Management on the Sustainability of Pharmaceutical Enterprises in Nasarawa State

Abstract

The study examined the effect of Customer Relationship Management (CRM) and Supplier Relationship Management (SRM) on the sustainability of pharmaceutical enterprises in Nasarawa State. Anchored on Stakeholder Theory, this research explored how strategic management of customer and supplier relationships can enhance sustainability across financial, social and environmental dimensions. The study adopts a survey research design. Data was collected from 191 owners and manager of pharmaceutical enterprises in the state, utilizing a well-structured questionnaire. The analysis, conducted using PLS-SEM, revealed that both CRM and SRM have positive significant effect on sustainability. The study recommends that pharmaceutical enterprise owners and managers adopt customer and supplier relationship management as core strategic practices to enhance long-term sustainability through strengthened customer engagement and collaborative supplier partnerships.