EMERGING CUSTOMER-CENTERED COMPETENCIES OF INFORMATION PROCESSING SPECIALISTS FOR EFFECTIVE PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES IN NIGERIA

Abstract

This study examined emerging customer-centered competencies of information processing specialists for performance in Small and Medium Enterprises (SMEs) in Enugu State, Nigeria. One research question and two null hypotheses guided the study. A descriptive survey research design was adopted. The population comprised 1,800 information processing specialists in registered SMEs in Enugu State, from which a sample of 180 respondents was selected using stratified proportionate random sampling based on gender (104 males and 76 females). Data were collected using a structured questionnaire titled Emerging Customer-centered Competencies of Information Processing Specialists for Effective Performance Questionnaire (CICCIPSEPQ), which contained two sections: A and B. Section A covered demographic variables such as gender and years of experience, while Section B contained seven items structured on a 5-point rating scale. The instrument was validated by three experts, and its reliability was established using Cronbach Alpha, yielding a coefficient of 0.82. Of the 180 copies administered, 171 (95%) were retrieved and used for analysis. Data were analyzed using mean and standard deviation, while independent t-test and One-Way Analysis of Variance (ANOVA) were used to test the null hypotheses at 0.05 level of significance. Findings revealed that cognitive innovative customer-centered competencies are highly required of information processing specialists for effective performance in SMEs in Enugu State. The study also showed that there was no significant difference in the mean ratings of male and female respondents regarding the competencies required. The study concluded that customer-centered competencies are highly essential for effective performance of information processing specialists in SMEs, and that these competencies are similarly perceived across gender. It was recommended that SMEs in Enugu State should promote customer-centered training programmes for information processing specialists, focusing on digital communication, customer relationship management (CRM), and feedback analysis to enhance service delivery and customer satisfaction.