Assessment of Customer Relationship Management Influence on Customer Retention

Abstract

Customer retention is an important marketing issue especially in a highly competitive market. The objective of the study is to assess Customer Relationship Management Influence on Customer Retention among bank customers. The study employed the quantitative research design based on a cross-section research strategy. Structured questionnaires were distributed to registered members of Nigerian association of small-scale industrialist (NASSI) in Bauchi state who have account in banks. Descriptive statistics (frequency and percentage, factor loading and reliability was used to analyzed the demographic data while inferential statistics (multiple regression) was the techniques that analyzed the likert type questions. The tools for the analyses were SPSS and Structural equation modeling using analysis of moment structure (AMOS). The result showed that the relationship between service quality and customer retention, service quality and customer relationship management as well as customer relationship management and customer retention are positive and significant. Furthermore, it was found that customer relationship management is a full mediator between service quality and customer retention. The study has implications for managers who use service evaluation to predict customer retention. It also has implication for the theory of customer relationship management by integrating it into the domain of service quality.