Impact of Customer Relationship Management on the Demand of Bank Services: (a Study of Uba Nig. Plc. Auchi, Edo State)

ABSTRACTS This project work is titled: The Impact of Customer Relationship Management on the Demand of Bank Services. “A case study of UBA Nig. Plc., Auchi Edo State”. The survey method was used were by the researcher gave out 50 questionnaire to the respondents. The data from the questionnaire were analysed using frequency distribution table and percentages. The hypotheses were tested using the chi-square statistics. The findings include the following: It was found out that the customer relationship management causes customers to demand for bank services. It was discovered that there is a relationship between CRM practice and customer satisfaction in the bank. The researcher also found out that CRM practice influence profitability in the bank. It was found out that CRM approach affect the market share of the bank. It was also discovered that there is a relationship between customer relationship management on the productivity of the bank. Based on the findings above the researcher recommended that banks make use of customer relationship management strategies: The bank should conduct special training programmes to all front stage officers in order to deal positively with customers through identifying main CRM tools in banking industry and also the bank should enhance the process and procedures of solving customer complaints and problems directly which can foster CRM and customer satisfaction.