The research examined customer relationship management and buyer assistance in the fast-food sector, concentrating on Mr. Biggs in Lagos, Nigeria. Four objectives guided the research: to determine the effect of customer contact management on purchaser support in Mr Biggs; to examine the influence of customer reward programs on purchaser support; to evaluate the effect of the customer call centre on purchaser support; and to assess the impact of customer feedback management on purchaser support in Mr Biggs. The review was based on three theoretical frameworks: Motivation–Need Theory, Expectation Disconfirmation Theory, and Social Penetration Theory. A cross-sectional research design was employed, with the study population consisting of customers from specific Mr. Biggs outlets in Lagos, Nigeria. A sample size of 318 respondents was utilized, chosen by a non-probability sampling methodology, namely the convenience sampling method. We used descriptive statistical tools including tables, graphs, frequency distributions, and percentages to show the data. We also used Spearman’s rank correlation statistical technique to assess the hypotheses. The study suggested that Mr. Biggs should put money into improving personalized customer contact management by using customer data to tailor communication methods. This will make sure that customers feel appreciated and understood. The study found that managing customer contacts has a big effect on how much support Mr. Biggs gets from his customers.