Customer Relationship Management and Marketing Performance of Nigerian Commercial Banks
Journal Title: Gusau International Journal of Management and Social Sciences - Year 2021, Vol 4, Issue 2
Abstract
This study investigates the influence of customer relationship management (CRM) on marketing performance of commercial banks in Nigeria. CRM is seen as a key component of a strategy that centred on delivering greater value to customers through high-quality products and services and a willingness to meet their needs. To acquire information from bank managers and consumers of chosen banks, the researchers used a questionnaire survey and observation. A semi-structured interview with bank management and customers was used to enhance the approaches. Statistical approaches were used to analyze the data. According to the findings of the studies, the majority of respondents agree that efficient customer relationship management affects the marketing performance of Nigeria commercial banks. The study concluded that due to stiff competiveness of the industry and the drive for marketing efficiency, there is a need to establish a strong and effective CRM practices which will ensure that existing customers are retained while attracting new customers.
Authors and Affiliations
Olunuga O. A. , Adekoya A. G
Keywords
Related Articles
- EP ID EP709538
- DOI -
- Views 46
- Downloads 0
An Analysis of Water, Energy and Food Nexus: A linear and Nonlinear Granger Causality Approach
The nexus between water, energy and food security has drawn attention among researchers and policymakers in recent times. Given that empirical works in the area are scanty, this paper empirically evaluates the water, en...
Mothers’ Literacy, Public Health Expenditure and under-five Mortality rate in Funtua Local Government Area of Katsina State
The study examines Mothers’ literacy, public health expenditure and under-five mortality rate in Funtua local government area of Katsina State. Two-stage clustered sampling method was used to select the study units, thus...
The Influence of Information Technology Capability on Supply Chain Integration and Marketing Performance of Downstream Petroleum Sector in Nigeria
This study ascertained the relationship between information technology capability on supply chain integration and marketing performance of down streams petroleum sector in Nigeria. Data were elicited from supply chain m...
Impact of Ownership Structure on Audit Quality of Listed Insurance Firms in Nigeria
As a consequence of insufficient audit quality, corporate financial reporting problems have increased in the last decades. This has also been ascribed to the businesses' ownership structure. As a result, from 2009 to 20...
Effects of Financial Performance and Firm Size on Firms’ Value: Empirical Study of Insurance Companies in Nigeria
The listed Insurance firms in Nigeria Stock Exchange (NSE) have been recording mixed results and that places a question on their financial performance and firm value. Over the last decades, this poor trend in the company...