Customer Relationship Management and Marketing Performance of Nigerian Commercial Banks.
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Date
2021
Authors
Olunuga, O. A.
Adekoya, A. G.
Journal Title
Journal ISSN
Volume Title
Publisher
Gusau International Journal of Management and Social Sciences,
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.
Description
Keywords
Customer Relationship Management, Marketing Performance, Customer Satisfaction, Patronage and Loyalty
Citation
Olunuga, O. A. & Adekoya A. G. (2021) Customer Relationship Management and Marketing Performance of Nigerian Commercial Banks. Gusau International Journal of Management and Social Sciences,4(2), 59-72