CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA
Journal Title: Malete Journal of Accounting and Finance - Year 2024, Vol 4, Issue 2
Abstract
The purpose of the study was to examine the extent at which customer relationship management tools influence the organizational performance of commercial banks in Southwest, Nigeria. The study was carried out using the descriptive research design of the survey type. The population of the study was six hundred and twenty-four (624) respondents which comprised all the zonal/branch, operations, human resources manager and customer care giver of five of each of the twenty-six (26) commercial banks in Southwest, Nigeria, (CBN, 2024). The sample of the study consisted of three hundred and ninety (390) respondents which was achieved through multistage sampling techniques. The study adopted a questionnaire instrument tagged âCustomers Relationship Management Tools and the Organizational Performance of Commercial Banksâ (CRMPB). The reliability of the instrument was estimated at 0.80 using Chronbachâs Alpha reliability method. The data collected for this study was analyzed using both descriptive and inferential statistics. All hypotheses were tested at 0.05 level of significance. This study revealed that there is significant relationship between the usage of customer relationship management tools and the organizational performance of commercial banks operating in Southwest, Nigeria; there is significant relationship between Hub Spot CRM tools and customer retention rate of commercial banks operating in Southwest, Nigeria, and there is significant relationship between Oracle CX Cloud CRM tools and cross-selling and upselling opportunities in commercial banks operating in Southwest, Nigeria. Based on the findings of the study, it was recommended that commercial bank operators should adopt the usage of CRM tools to enhance their organizational performance.
Authors and Affiliations
Bolaji Comfort ADENIYI,Gbenga Sunday FAYIGBE ,
Keywords
Related Articles
- EP ID EP745081
- DOI -
- Views 1
- Downloads 0
ENTREPRENEURSHIP DEVELOPMENT ON THE ECONOMIC GROWTH OF DEKINA LOCAL GOVERNMENT OF KOGI STATE
There is a need for the government to provide business development programs, tax incentives and create an enabling environment for entrepreneurship to thrive. The study assessed how Dekina Local Government Area's economi...
CORPORATE GOVERNANCE MECHANISMS, INVESTMENT POLICY AND FINANCIAL SUSTAINABILITY OF PENSION FUND ADMINISTRATORS IN NIGERIA
The pension sector plays a crucial role in ensuring the well-being and financial stability of retirees. Simultaneously, the capacity of pension fund administrators to uphold their financial stability has emerged as a sig...
VALUE RELEVANCE OF INTELLECTUAL CAPITAL DISCLOSURE OF CONSUMER GOODS FIRMS IN NIGERIA
Separation of a firmâs ownership and management and the resulting information asymmetry have led to investors and shareholders needing value-relevant information about factors influencing the economic development and...
INTERNAL AUDIT EFFICIENCY AND PUBLIC SECTOR PERFORMANCE: A STUDY OF SELECTED MDAs IN KWARA STATE
The challenges of preventing corrupt practices, the necessity for the advancement of good governance, and the need for the assurance of accountability and transparency necessitated sound internal audit practice. Thus, th...
DETERMINANTS OF CORPORATE GOVERNANCE REPORTING AMONG LISTED NON-FINANCIAL FIRMS IN NIGERIA
One of the major problems encountered by investors in developing economies is the issue of corporate governance disclosure which could lead to potential business failures as investors might lose confidence in a company....