Customers Relationship Management and Organizational Performance in Money Deposit Bank
Year: 2025
Type: dissertation
Abstract: This study investigates the impact of Customer Relationship Management (CRM) on organizational performance in Deposit Money Banks, specifically focusing on Access Bank and Guaranty Trust (GT) Banks in Ibadan, Nigeria. The study showsthe important role of CRM in understanding and fulfilling customer needs, which is essential for improving customer satisfaction, loyalty, and business performance. Through a survey of 390 respondents, including bank employees and customers, the study employs quantitative methods to analyze the relationships between CRM practices which includes customer acquisition, engagement, retention, and experience management and organizational performance metrics. The findings reveal that effective CRM strategies significantly influence operational performance, with customer retention showing the strongest correlation with performance outcomes (r = 0.562). Additionally, customer experience management emerged as the most impactful CRM dimension, accounting for 71% of the variance in organizational performance (R² = 0.71). Practically, the study implies that banks should invest in CRM tools and training to streamline operations, personalize services, and address customer needs promptly, ultimately driving profitability and competitive advantage in the Nigerian banking sector. The study concludes that CRM practices are indispensable for achieving operational excellence and sustainable growth in the banking sector, thereby reinforcing the importance of customer centric approaches in improving organizational success.
Authors: Ogunjobi, Victoria Oluwatunbi, Ajayi, Modupe, Ogunsusi, Samuel Oluwatobi
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6893384136
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