CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA
The purpose of the study was to examine the extent at which customer relationship management tools influence the organizational performance of commercial banks in Southwest, Nigeria. The study was carried out using the descriptive research design of the survey type. The population of the study was...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Kwara State University, Malete Nigeria
2024-10-01
|
| Series: | Malete Journal of Accounting and Finance |
| Subjects: | |
| Online Access: | https://majaf.com.ng/index.php/majaf/article/view/148 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1823857150728863744 |
|---|---|
| author | Bolaji Comfort ADENIYI Gbenga Sunday FAYIGBE |
| author_facet | Bolaji Comfort ADENIYI Gbenga Sunday FAYIGBE |
| author_sort | Bolaji Comfort ADENIYI |
| collection | DOAJ |
| description |
The purpose of the study was to examine the extent at which customer relationship management
tools influence the organizational performance of commercial banks in Southwest, Nigeria. The
study was carried out using the descriptive research design of the survey type. The population of
the study was six hundred and twenty-four (624) respondents which comprised all the
zonal/branch, operations, human resources manager and customer care giver of five of each of
the twenty-six (26) commercial banks in Southwest, Nigeria, (CBN, 2024). The sample of the study
consisted of three hundred and ninety (390) respondents which was achieved through multistage
sampling techniques. The study adopted a questionnaire instrument tagged ‘Customers
Relationship Management Tools and the Organizational Performance of Commercial Banks’
(CRMPB). The reliability of the instrument was estimated at 0.80 using Chronbach’s Alpha
reliability method. The data collected for this study was analyzed using both descriptive and
inferential statistics. All hypotheses were tested at 0.05 level of significance. This study revealed
that there is significant relationship between the usage of customer relationship management tools
and the organizational performance of commercial banks operating in Southwest, Nigeria; there
is significant relationship between Hub Spot CRM tools and customer retention rate of
commercial banks operating in Southwest, Nigeria, and there is significant relationship between
Oracle CX Cloud CRM tools and cross-selling and upselling opportunities in commercial banks
operating in Southwest, Nigeria. Based on the findings of the study, it was recommended that
commercial bank operators should adopt the usage of CRM tools to enhance their organizational
performance.
|
| format | Article |
| id | doaj-art-a5bf134c1fab45578ed0ceefff7917c4 |
| institution | Kabale University |
| issn | 2735-9603 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | Kwara State University, Malete Nigeria |
| record_format | Article |
| series | Malete Journal of Accounting and Finance |
| spelling | doaj-art-a5bf134c1fab45578ed0ceefff7917c42025-02-11T23:08:10ZengKwara State University, Malete NigeriaMalete Journal of Accounting and Finance2735-96032024-10-0142CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIABolaji Comfort ADENIYI0https://orcid.org/0000-0002-4881-1318Gbenga Sunday FAYIGBE 1https://orcid.org/0000-0001-6244-7025Bamidele Olumilua University of Education, Science and Technology, Ikere, Ekiti State, NigeriaBamidele Olumilua University of Education, Science and Technology, Ikere, Ekiti State, Nigeria The purpose of the study was to examine the extent at which customer relationship management tools influence the organizational performance of commercial banks in Southwest, Nigeria. The study was carried out using the descriptive research design of the survey type. The population of the study was six hundred and twenty-four (624) respondents which comprised all the zonal/branch, operations, human resources manager and customer care giver of five of each of the twenty-six (26) commercial banks in Southwest, Nigeria, (CBN, 2024). The sample of the study consisted of three hundred and ninety (390) respondents which was achieved through multistage sampling techniques. The study adopted a questionnaire instrument tagged ‘Customers Relationship Management Tools and the Organizational Performance of Commercial Banks’ (CRMPB). The reliability of the instrument was estimated at 0.80 using Chronbach’s Alpha reliability method. The data collected for this study was analyzed using both descriptive and inferential statistics. All hypotheses were tested at 0.05 level of significance. This study revealed that there is significant relationship between the usage of customer relationship management tools and the organizational performance of commercial banks operating in Southwest, Nigeria; there is significant relationship between Hub Spot CRM tools and customer retention rate of commercial banks operating in Southwest, Nigeria, and there is significant relationship between Oracle CX Cloud CRM tools and cross-selling and upselling opportunities in commercial banks operating in Southwest, Nigeria. Based on the findings of the study, it was recommended that commercial bank operators should adopt the usage of CRM tools to enhance their organizational performance. https://majaf.com.ng/index.php/majaf/article/view/148Customer Relationship Management ToolsPerformanceCustomers’ RetentionCross-selling |
| spellingShingle | Bolaji Comfort ADENIYI Gbenga Sunday FAYIGBE CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA Malete Journal of Accounting and Finance Customer Relationship Management Tools Performance Customers’ Retention Cross-selling |
| title | CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA |
| title_full | CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA |
| title_fullStr | CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA |
| title_full_unstemmed | CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA |
| title_short | CUSTOMER RELATIONSHIP MANAGEMENT TOOLS AND ORGANIZATIONAL PERFORMANCE OF COMMERCIAL BANKS IN SOUTHWEST, NIGERIA |
| title_sort | customer relationship management tools and organizational performance of commercial banks in southwest nigeria |
| topic | Customer Relationship Management Tools Performance Customers’ Retention Cross-selling |
| url | https://majaf.com.ng/index.php/majaf/article/view/148 |
| work_keys_str_mv | AT bolajicomfortadeniyi customerrelationshipmanagementtoolsandorganizationalperformanceofcommercialbanksinsouthwestnigeria AT gbengasundayfayigbe customerrelationshipmanagementtoolsandorganizationalperformanceofcommercialbanksinsouthwestnigeria |