Abstract

Customer satisfaction remains one of the key challenges affecting business continuity in small and medium-sized enterprises (SMEs) during disaster disruptions in the Midwestern region of the United States. These disruptions pose significant organizational threats, leading to closures, customer disloyalty, poor organizational image, and hindered economic development. The aim of this study is to examine how the adoption of IT strategies by SME leaders can enhance customer satisfaction and improve business sustainability. A review of existing literature was conducted, and the Customer Relationship Management (CRM) model was adopted as the theoretical framework for this research. A qualitative approach with a multiple case study design was utilized. Semi-structured interviews were conducted with four SME leaders to gather in-depth insights while ensuring data saturation was avoided. Ethical considerations, including informed consent, confidentiality, and anonymity, were strictly maintained during the research process. The findings revealed that the adoption of IT strategies significantly enhances customer relationships and satisfaction among SME leaders in the study region. Consequently, it is recommended that SME leaders continue to implement strategic IT methods in their service delivery and provide staff training on IT techniques and approaches to sustain customer satisfaction.