Electronic Customer Relationship Management and Consumer Behaviour: A Study of Diamond Bank PLC, Nigeria

Abstract

The study focuses on electronic customer relationship management and consumer behavior with special emphasis on diamond bank Plc. Retail financial services in all markets, including emerging markets, are undergoing major transformation that is driven by change, deregulation and customer sophistication. Electronic Customer service and specifically online customer relationship management in particular is crucial to attaining a sustainable competitive advantage, in the market place. The main objective of the study is to examine the effect of electronic customer relationship management on customer patronage. A survey design was adopted for the study and one hundred and ninety copies of structured questionnaire were used as primary data collection instrument which was distributed to customers of diamond bank in the study area. However, the postulated hypotheses were tested by employing the Pearson product moment Correlation Coefficient (PPMCC) statistical tool which was facilitated by the statistical packages for social sciences (SPSS). The study however showed that a significant relationship exists between e-CRM and consumer behavior. Furthermore, it was found that amongst the dimensions of e-CRM, e-commitment and e-satisfaction impacts more significantly on customer patronage. The study therefore concludes that Nigerian money deposit banks should increase their electronic platform strategies since they commensurably impact on their level of customer patronage. However, the study recommended that the key to efficient performance of Nigeria banking industry is hinged on their ability to identify, attract, retain and develop their customers better than competitors and could be achieved by improved e-trust, e-commitment and e-satisfaction. Limitation and suggestion for further studies was given.