ABSTRACT

This research work aims at examining the applications of Customer Relationship Management (CRM) by commercial banks in Nigeria, for improved customers’ satisfaction and consequent bank growth. The method employed here involved the survey causal research design as the procedure aims at identifying the variables of the study and their relationships with one another. Also, both primary and secondary sources of data were utilized with more emphasis on secondary data. The study results indicated a strong positive relationship between banks’ performance and CRM programme implementation; it was concluded from the study that CRM strategies and marketing management of their service products have a direct relationship with the survival of commercial banks in Nigeria. Finally, recommendations such as the building of customer loyalty and sustenance of customer patronage is the necessary for the continued success of commercial banks in Nigeria, there is also need for the increased use of self-service technologies in providing customer service e.g. Automated Teller Machines (ATM); also, effective marketing strategy will also be achieved if staff members are encouraged to attend on-the-job training.