INTEGRATED CUSTOMER RELATIONSHIP MARKETING AND THE PERFORMANCE OF MICRO-FINANCE BANKS
Journal Title: Advance Research Journal of Multidisciplinary Discoveries - Year 2017, Vol 16, Issue 8
Abstract
This study focused on integrated customer relationship marketing and the performance of micro-finance banks. The survey research design was used and the study covered a sample size of 183 personnel. The data used in this study was generated majorly from a five point likert scale questionnaire titled integrated customer relationship marketing and bank performance questionnaire (ICRMandBPQ) while the statistical tool used for data analysis is the t-test using the 20.0 version of statistical package for social sciences (SPSS). The major finding shows that integrated customer relationship marketing (ICRM) has significant effect on the performance of micro-finance banks. In hypothesis one, the SPSS output shows that the p-value (sig 2-tailed) is 0.001 while in hypothesis two it was 0.000. The study asserts that the innovation that will drive sustainable performance of micro-finance banks in future are those that originates from the customer’s needs. It was therefore recommended that micro-finance banks should adopt both regulatory policy such as know your customer (KYC) policy of the CBN and market engineered techniques for the proper understanding of the customers and the deepening of quality customer relationship. This will confer strategic and competitive advantage on them while boosting their performance
Authors and Affiliations
Uche, Dickson Ben
Keywords
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