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The relevance of customer relationship management in the nigerian banking industry (A case study of intercontinental Bank Plc)

Author

Listed:
  • Babatunde B. O.

    (Osun State University,Okuku. Dept of Economics and Management Sciences, Osun State)

  • Ajayi E.O.

    (Osun State University,Okuku. Dept of Economics and Management Sciences, Osun State)

Abstract

Customers relation management (CRM) is an emerging customer innovation focused on growing customers profitably by knowing, caring and delivering value to the customers in a bid to enhance customer intimacy, increase quality service levels and enhance business penetration supported by technological capabilities.The objectives of the study is to find out the relevance of CRM in the industry and the extent of the concepts adopted. Also to determine the extent to which the CRM concept assist to build up competitive advantage overtime. In order to ascertain the fact in this research work secondary data were collected and regression model technique were adopted to analyze result both in quantitatively and descriptively format. Also, the finding revealed that more resources should be invested in technology and personnel training in order to get the best out of the customer relationship management (CRM). Recommendation were equally offered for banks aiming towards crafting a niche for themselves in the turbulent industry.

Suggested Citation

  • Babatunde B. O. & Ajayi E.O., 2010. "The relevance of customer relationship management in the nigerian banking industry (A case study of intercontinental Bank Plc)," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 12(1), pages 98-108, December.
    • Handle: RePEc:but:manage:v:12:y:2010:i:1:p:98-108
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