CUSTOMER RELATIONSHIP MANAGEMENT FOR BRAND COMMITMENT AND BRAND LOYALTY (Published)
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviourthan affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predictingadvocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategicpolicy makers in the Nigeria financial sectorto improve on their firms’CRM infrastructure in order to continually meet customers’ expectations.
Keywords: Customer Relationship Management, Loyalty, brand commitment, customer advocacy