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As the competitive environment becomes more turbulent, the most important issue the sellers face is no longer to provide excellent, good quality products or services, but also to keep loyal customers who will contribute long-term profit to organizations. CRM as a business strategy identifies, cultivates, and maintains long-term profitable customer relationships. This study therefore sought to explore the influence of CRM strategies on the performance of synthetic hair manufacturers in Kenya.doi:10.22192/ijamr.2016.03.11.004 fatcat:y7fkwkiyybgtdlid2xvxtzdjcu