THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER SATISFACTION
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ABSTRACT
The primary objective of the study was to examine the effect of customer relationship management on customer satisfaction in commercial banks in Lagos State Nigeria. The study explored the ways in which customer satisfaction can be achieved with the use of customer relationship management. The study adopted the descriptive survey research design. The data for the research was collected through a well design and structured questionnaire. 54 questionnaire were administered to the respondents out of which 197 were completed and returned. The study employed both descriptive and inferential statistics to analyze the data retrieved from the questionnaire. The study was guided by four research questions and hypothesis. Among the findings reveals by the study were customer participation and involvement have positive and significant effect on customer satisfaction, customer service support have positive and significant effect on customer satisfaction. The study recommend that effective customer relationship management is a reliable tool to increase customer satisfaction. Hence, Nigeria commercial banks should ensure customer satisfaction at all time. Management of the banks should always seek customer opinion before taking decision that is binding on the customers. The study conclude that there is a direct relationship between customer relationship management and banks customer satisfaction. The banks management is therefore encourage to pursue customer relationship management programmes with rigor so that they can survive in the present competitive business environment.
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