Impact of Customer Relationship Management on Perceived Bank Performance in Oyo Town, Nigeria

Abstract

This study investigated the impact of customer relationship management (CRM) on perceived bank performance. The objectives of this study were to determine the relationship between the variables measuring customer relationship management (bonding, trust, commitment, communication and satisfaction) and bank performance. The study employed survey research. Primary data was used for the study with questionnaire as research instrument. The subjects were one hundred and thirteen employees of selected banks in Oyo town (gt bank, stanbic bank, zenith bank, eco bank, uba and skye bank). The four hypotheses formulated for this study were tested using T-test, Pearson’s correlation, regression, and analysis of variance with the aid of statistical package for social sciences (SPSS). The findings from the study revealed that commitment independently predicted perceived organizational performance. Also, there was a significant difference between bonding and perceived organizational performance. Furthermore, there was main and interaction effect of bonding and trust on Perceived Organizational Performance. In addition, trust, communications, satisfaction, commitment and bonding jointly and independently predicted perceived organizational performance. Based on the findings, it was recommended that there is a need for organizations especially banks to have a good relationship with their customers which can sustain competitive advantage. It is also recommended that organizations should take cognizance of their organizational structure to attract and retain qualified employees that can contribute positively to bank performance.
Key words: Customer relationship management; Bonding; Commitment; Communication; Satisfaction and bank performance