Impact of Customer Relationship Management (CRM) On the Performance of Deposit Money Banks (DMBS) In Abuja

Abstract

This study examines the impact of Customer Relationship Management on the performance of Deposit Money Banks in Abuja. The study investigates how CRM variables such as customer attraction, customer satisfaction and customer retention impact on the performance of Deposit Money Banks. The study adopted a survey research method where data was collected using questionnaires administered to both employees and customers of the ten randomly selected DMBs in Abuja made up of the 341 Population of the study. Taro Yamane Sample Size formula was used to determine the sample size (184). Out of the 184 copies of questionnaires that were distributed, 175 representing 95.1 % response rate were retrieved and used for analysis. As part of the method of data analysis, Pearson Correlation and Ordinary Least Square (OLS) was used to test the formulated hypotheses in line with the objectives of the study. The major finding reveals that, “there is significant relationship between Customer Relationship Management and performance of Deposit Money Banks in Abuja”. It was recommended that Deposit Money Banks (DMBs) in Nigeria’s North-Central sub-region should improve on Customers’ attraction activities in order to achieve deeper market penetration which will help in attracting more customers to strengthen their competitive positions. The study concluded that DMB’s should adopt CRM since it contributes significantly to their performance.

 

Keywords: Customer Attraction, Customer Relationship Management, Customer Satisfaction, Customer retention, Deposit Money Banks, Performance


Article Review Status: Published

Pages: 38-56 (Download PDF)

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