Impact of Customer Relationship Management on Marketing Performance in the Nigerian Banking Industry (a Study of First Bank of Nigeria Plc, Auchi, Edo State)

Student: Faith Modupe Isei (Project, 2025)
Department of Marketing
Auchi Polytechnic, Auchi, Edo State

Abstract

Customer relationship management is no doubt strategic in the marketingperformance of Deposit Money Banks (DMBs) in Nigeria. The main objective ofthis study is to explore the impact on customer relationship management on themarketing performance of Deposit Money Banks in Nigeria. First Bank of NigeriaPlc, Auchi as the case study. The researcher made use of primary data. Thepopulation of the study was 00 staff of First Bank Plc, Auchi. The sample size of50 was determined using simple random sampling techniques. A structuredquestionnaire designed by the researcher was used to collect data. The datacollected were analysed using simple percentage and Pearson correlationregression analysis to test the hypothesis formulated. The result of the findingsrevealed that there is a strong relationship between Customer RelationshipManagement and Marketing Performance of Banks. The study thereforeconcludes that Deposit Money Banks should provide necessary platform forrelationship with their customers and ensure that regular review of the strategiesfor customer management relationship. The study recommends among others thatCompanies should incorporate customer relationship marketing strategies intheir organization. This will ensure that the customer needs are met and also thecustomer complaints are looked into and solved

Keywords
customer relationship banks management deposit money nigeria performance auchi researcher
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