RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER RETENTION AMONG SELECTED COMMERCIAL BANKS IN ADO-EKITI METROPLIS
Abstract
ABSTRACT
This study set out to study the impact of customer relationship management on customer retention. The objectives of the study are to examine the influence of knowledge management on customer retention, to ascertain effect of working environment on customer retention and to establish the effect of customer relationship management (CRM) on customer retention. The study used survey research method with well-structured 500 questionnaires administered to the respondents to gather information, using simple random sampling. The study therefore concluded that, there is significant impact of customer relationship management on customer retention. It is however recommended that, there is the need to constantly monitor and evaluate CRM strategies of the banks. It is necessary to constantly monitor, review and evaluate the CRM strategies being adopted by the banks. This will also ensure the sustainability of the strategies and provide the bank with constructive feedback with regards to the CRM strategies in order for it to realize its maximum benefits
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