prefix: doi.org/10.52283/1.ajbmr |
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MODERATING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TO ENHANCE FIRM PERFORMANCE THROUGH CONTINUOUS PRODUCT DEVELOPMENT
â–ºOladele Olajide Patrick
10.52283/NSWRCA.AJBMR.20120201A01
ABSTRACT
The banking sector in Nigeria went through various reforms in the last few years and this has resulted in stiff competition in the industry. Based on this the few surviving ones are making concerted efforts to stabilize in the ever changing competitive and uncertain business environment. More importantly, the banks have come to realized that building long-term relationship with their customer is sine qua non to achieving sustainable competitive advantage. This study examines the link between customer relationship management and performance on the banking sector. The researcher built a model using continuous product development to moderate the effect that CRM has on bank performance. Data using primary source was collected from the financial market through a cross sectional survey in Ekiti State, Nigeria. Two pretests of the questionnaire were performed for validity and reliability assessment. Based on extensive review of literature, a 54 item capturing all major sub processes in implementing CRM was evaluated. The Data collected were fitted into regression model. The result indicates that CRM implementation processes are associated with better firm performance more importantly when it is moderated by continuous product development.
Keywords: Continuous Product Development, Customer Orientation, Customer Relationship Management, Improved Marketing Strategy, PerformancePages:01-08 :: Download-View
