Customer Relationship Management Dimensions and Nigerian Banks’ Performance: Evidence from Zenith Bank Plc
G. T. Ayo-Oyebiyi, I. O. Ladokun, D. Jooda Taiwo
South Asian Journal of Social Studies and Economics · pp. 1–8 · Published 12 Apr 2019
10.9734/sajsse/2019/v3i230103Abstract
Today, customers are looking for benefits from the bank, better service, lower transaction fees, higher interest rates, a sign of prestige, new products access from different channels. This study evaluates the influence of CRM dimensions on bank performance. Zenith Bank Plc was selected through purposive method, while judgmental sampling technique was also used to select Head of Operation, Accountant, Auditor, and Branch Manager from its 35 branches in Lagos, Nigeria, totaling 140 respondents as a sample size for the study. Multiple regression analysis, Ordinary Least Square (OLS) method of estimation was employed to analyze the data. Results revealed that CRM dimensions (customer involvement, long-term relationship with customers, joint problem-solving and information sharing) jointly and independently influence bank performance measured by customer satisfaction, deposit mobilization and profit level. Subsequently, the study recommended that management of Nigerian banks should be actively involved in changes in organization in order to spread positive vision of CRM concept and to support organizational change.
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