IMPACT OF ELECTRONIC CRM IN CUSTOMER RETENTION IN BANKS

Banking industry is an important sector in the business world, which has a growing impact on all in this volatile situation, financial institutions were not left out as they are seriously affected by the level of competition both locally and internationally. other sectors of the economy because of financial services provisions. The banking industry environment today is highly volatile; Nigerian banks therefore needs to develop effective technique to enhance the interaction of customers and the bank staff. However, this study aims at investigating the impact of customer relationship management and survival of deposit money banks in Ilorin metropolis. The population of the study comprises (i.e.112) in which 88 sample size was gotten and also distributed out of which 71 copies of the questionnaire were returned. Multiple Regression was employed in analyzing data collected with the aid of Statistical Package for Social Science (SPSS) version 20. The findings revealed that the independents variables which are Analytical CRM and Operational CRM are significant with Dependent variables organizational performance. Also, the study recommends that selected banks should assist in taking the issue of CRM serious as this will lead to an improvement in the market share and service quality of SMEs Key terms: Customer relationship management, Analytical CRM, Operational CRM, Organizational performance.