Abstract
Because of the fierce competition in the banking business, it is critical for banks to develop and maintain strong client relationships in order to achieve customer satisfaction and loyalty. As a result, in the banking industry, Customer Relationship Management (CRM) has become extremely important. As a result, the focus of this research was on CRM as a tool for increasing customer loyalty and happiness. The participants in this study are GTBank Plc clients in the FCT Abuja’s core business area. A total of 150 people were chosen at random, and data was collected via questionnaires that were self-administered by a researcher. The research revealed an important connection between customer happiness and loyalty and CRM proxies (service quality, employee conduct, customer data base, solving customer problems, physical environment and social network engagement). It was suggested that banks perform special training programs for their whole operations personnel in order to interact with clients efficiently and effectively by identifying key CRM tools in the financial business.
Highlights
Since the questionnaire was designed in a Likert type format of Strongly Agreed (SA), Agreed (A), Not Sure (NS), Disagreed (D), and Strongly Disagreed (SD), the researcher will use Frequency and Percentages to analyze the demographic variables, while the construct of questions on customer relationship management and customer loyalty will be analyzed with the Weighted mean (Wm)
57.8% of the customers have banked with GTBank for up to 6 - years period whiles 22.2% have worked with the bank for years upwards
This paper is a brief review of how the relation that exists between Customer Relationship Management (CRM) and the satisfaction of customer is achieved whilst retaining loyal customers
Summary
Companies are changing from product-centric and brand-centric marketing tactics to a customer-centric approach as a result of these shifts (Tetteh, 2008). Companies have experienced and continue to confront issues managing relationships with customers since they have varying requirements and participate in varying transactions. To address these issues, most, though not all, businesses are actively engaged in customer relationship management. Customer Relationship Management necessitates that all divisions in a company work together as a team with marketing to service customers, and necessitates the development of connections at several levels, resulting in high customer loyalty (London Centre of Marketing, 2008)
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