Entrepreneuriat et gestion des organisations

A Study on Customer Relationship Management Practices in Selected Commercial Banks with Reference to Nigeria

Abstract

Carl Osunde

This research article examines the importance of CRM in creating a sustainable relationship between customers and commercial banks in Nigeria. The study investigates customers perceptions of CRM practices of selected commercial banks in Edo State, Nigeria; relationship between the customers perception and attitude of customers towards CRM practices of banks in Nigeria; impact of customer help desk of selected banks on customers perception of banks in Nigeria; and the relationship between the CRM practices and attitude of the customers towards factors contributing to services quality. For the purpose of this current study, a sampling survey was conducted among 120 customers of selected commercial banks in Nigeria namely Fist Bank Nigeria Limited, Skye Bank and EcoBank, Nigeria with the help of a structured questionnaire. The tools used for this study are Percentage analysis and Chi – Square test. The study shows effective CRM practices can lead to confidence in the formal banking sector given the cultural perceptions of banks in Nigeria and the wide spread practices of the Esusu which is a traditional method of saving money adopted by millions of Nigerians. Also, the study reveals that commercial banks can build relationship with customers by making use of technology and managing information to improve service delivery and achieve increase in their customer base, customer royalty and retention.