Abstract
From the system view of organisations, this study investigated how client relationship
management (CRM) strategy responses of architectural firms to market conditions influence
their firm performance. Previous studies have proposed empirical models that explored this
relationship in several organisational contexts, but there is a dearth of studies that explained
the link between CRM strategy and firm performance in the context of architectural firms. The
empirical model of the current study closed this gap by explaining how the CRM strategy
features used by architectural firms influence their firm performance. A questionnaire survey
of 195 samples of randomly selected architectural firms was conducted in Lagos, Nigeria. 82
copies of the questionnaire (42% response rate) were retrieved and the nominal and ordinal
data obtained were subjected to descriptive, factor and categorical regression analyses using
Statistical Product and Service Solutions (SPSS) software (IBM SPSS Statistics 23). The
regression analysis revealed that client collaboration, client communication and service
customisation dimensions of CRM strategy had a statistically significant influence on the
firms’ overall performance. The model of this study contributed to the empirical literature by
revealing how the strategic behaviour of architectural firms in the industrial market optimizes
their performance. Managerial implications and areas for further studies were stated.