MPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER SATISFACTION (A STUDY OF GUARANTEE TRUST BANK PLC)

ABSTRACT The main objective of the study is to examine the impact of customer relationship management on customer satisfaction in GT bank Plc. in Kano State. The study addressed three research objectives, which sought to examine the relationship between customer relationship management on customer satisfaction. The study used a descriptive survey design. The population of the study is made up of customers of five (5) branches of Guaranty Trust banks in Kano State. The total population of the study was made up of 183, 692 customers. The sample size for the study is three hundred and eighty four customers (384) drawn from the available population of 183,692 and this was determine using Krejcie and Morgan (1970) sample size table. This study used convenience sample is a sample where the customers are selected, at the convenience of the researcher. The tool used to collect the data was a structured questionnaire. Regression and correlation analysis was used as the method of data analysis to analyzed the hypotheses under study, through Statistical Package for Social Science (SPSS) version 24. The study revealed that customer orientation has positive effect on customer satisfaction of Guaranty Trust Bank Plc, Kano metropolis, Nigeria. The result of this study also found that Technology Based has significant and positive effect on customer satisfaction of Guaranty Trust Bank Plc, Kano metropolis, Nigeria. Finally, service quality has significant and positive effect on customer satisfaction which is supported by the result. The study recommends that Guaranty Trust Bank should provide services that meet customer’s wishes and exceed their expectations and continuous improvement in services level through creating cordial relationship consolidation among workers and provide them with marketing information, and to attend the necessary training courses related to customer service. The banking industry need to raise customer relationship level through training their staff, since this will help in workers ability development and permanent willingness to cooperate with customers at any time. The marketers must understand and determine the factors i.e. premium service quality that enhances the customer satisfaction in banking sector of Nigeria. Frequent surveys must be conducted to obtain the data from the customers regarding their perceptions, expectations and recommendations to improve customer relationship. The financial institutions must adopt a win- win customer relationship strategy through which they provide value to the customer and customer remains loyal to the organization. The value provided must be keeping in view with the satisfaction of the customers.