Abubakar M. Jada, Chidozie K. Okoye, Jinjiri Kabiru (PhD)


The primary objective of this study was to examine the effect of customer relationship management on customer satisfaction in three commercial banks in Lagos State Nigeria. The study explored the ways in which customer satisfaction can be achieved with the use of customer relationship management. The study adopted the descriptive survey research design. The data for the research was collected through a well design and structured questionnaire. 208 questionnaires were administered to the respondents out of which 197 were completed and returned. The study employed both descriptive and inferential statistics to analyze the data retrieved from the questionnaire. The study was guided by two research questions and two hypotheses. Among the findings revealed by the study were customer participation and involvement have positive and significant effect on customer satisfaction, customer service support has positive and significant effect on customer satisfaction. The study recommends that effective customer relationship management is a reliable tool to increase customer satisfaction. Hence, First bank should ensure customer satisfaction at all times. Management of First bank should always seek customer opinion before taking a decision that is binding on the customers.


Effect, customer Relationship Management, Customer participation, customer service support, customer satisfaction, First Bank PLC Lagos.

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