Customer Relationship Management: A Platform for Customer Loyalty in Banking Sector in Ogun State.

Abstract

This paper examines the relationship between Customer Relationship Management and Customer Loyalty in the banking sector in Ogun State. A sample of 80 respondents was drawn from the customers of Zenith bank, Guaranty Trust Bank, Sterling bank and United Bank of Africa through the use of purposive sampling technique. Data were gathered by using structured questionnaire. The results showed that there is a significant relationship between customer relationship management and customer loyalty. The study concluded that the higher the implementation of customer relationship management the higher the customer loyalty.

Keywords: Banking Sector, Customer Relationship Management, Customer Satisfaction, and Customer Loyalty.