Customer Relationship Management and Marketing Performance of Nigerian Commercial Banks

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.