TITLE:
Customer Relationship Management as a Tool for Improving Customer Loyalty in the Banking Industry: An Empirical Study of Guaranty Trust Bank PLC Situated within the Central Business District, FCT Abuja, Nigeria
AUTHORS:
Yakubu Yari Kate Dazagbyilo, Shuiping Shang, Obodo Chidiebube Emmanuel, Kalissa Fatoumata Kir
KEYWORDS:
CRM, Services Marketing, Banking Industry, Customer Satisfaction, Abuja
JOURNAL NAME:
Open Journal of Business and Management,
Vol.9 No.5,
September
14,
2021
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.