A Study of the Impact of Customer Relationship Management on Bank Growth in Nigeria
Journal Title: Journal of Social Economics - Year 2015, Vol 2, Issue 4
Abstract
The study undertook a critical examination of the impact of customer relationship management (CRM) on bank growth in Nigeria, with special focus on one first generation bank, First Bank Nigeria Plc, and one new generation bank, GTB Nigeria Plc. The study is a cross-sectional, correlational survey with the main objective of examining the influence of CRM on some dimensions of bank growth in Nigeria. The area of study is the cities of Umuahia and Aba, in Abia State. The research frame included some selected branches of First Bank Nigeria Plc and GTBank Plc in the two cities. A sample size of 400 respondents comprising customers, management and staff of the two banks in Umuahia and Aba was used. Data were analyzed by using the Pearson Product Moment correlation model through the SPSS Software. Findings revealed that there is a direct relationship between customer relationship management (CRM) and customer loyalty, sales volume and market share. Hence, the study recommended that management of commercial banks in Nigeria should pursue customer relationship management (CRM) programmes with vigour to achieve their business objectives. It is also recommended that banks should establish mechanisms to promptly resolve customer complaints, as well as embrace the use of IT in their service delivery.
Authors and Affiliations
Robert Anuforo, Bashir M. Ogungbangbe, Georgina Edeoga
Keywords
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