IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v6y2022i3p406-414.html
   My bibliography  Save this article

The Role of Customer Relationship Management on Customer Loyalty among Selected Banks in Jos, Plateau State Nigeria: The Mediating Role of Positive Word of Mouth and Organisation Prestige

Author

Listed:
  • Olubayo John Popoola

    (Department of Business Administration, Faculty of Management Science, University of Jos, Plateau State, Nigeria)

  • Linus vem

    (Department of Business Administration, Faculty of Management Science, University of Jos, Plateau State, Nigeria)

  • Gambo Nanven Jephthah

    (Department of Business Administration, Faculty of Management Science, University of Jos, Plateau State, Nigeria)

  • Nanfa Kusa

    (Department of Business Administration, Faculty of Management Science, University of Jos, Plateau State, Nigeria)

  • Janet Onayi Emmanuel

    (Department of Business Administration, Faculty of Management Science, University of Jos, Plateau State, Nigeria)

Abstract

The increasing competition and other challenges faced by banks in Nigeria have made it necessary for them to look inward so as to distinguish their individual services through Customer Relationship Management (CRM). The motivation of study to researcher is to examine the role of customer relationship management (CRM), positive word of mouth (PWM), organization prestige (OP) on customer loyalty (CL). Being a descriptive study, survey method is adopted for data collection. For data collection purpose, a questionnaire on the 5-point Likert scale was adopted and distributed among employees of banks. 390 questionnaires were administered and 360 respondents were recovered and using the partial least squares path modeling method (Smart PLS) analysis was used for the test of hypotheses. The result of the test of the first hypothesis shows that there is significant relationship between customer relationship management and customer loyalty. The test of the second hypothesis shows that there is a significant relationship between customer relationship management programme implementation and organisation prestige. The third hypothesis also affirmed that there is significant relationship between Customer Relationship Management (CRM) and Positive Word of Mouth (PWM). The forth hypothesis shows that good organisation prestige has significant impact on customer loyalty. The fifth hypothesis has slight contradiction and shows that positive word of mouth does not really has significant relationship with customer loyalty. In view of these findings, it was recommended, that banks should put good customer relationship management (CRM) in place in order to enhance their customers which are capable of having improvement in customer loyalty.

Suggested Citation

  • Olubayo John Popoola & Linus vem & Gambo Nanven Jephthah & Nanfa Kusa & Janet Onayi Emmanuel, 2022. "The Role of Customer Relationship Management on Customer Loyalty among Selected Banks in Jos, Plateau State Nigeria: The Mediating Role of Positive Word of Mouth and Organisation Prestige," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(3), pages 406-414, March.
    • Handle: RePEc:bcp:journl:v:6:y:2022:i:3:p:406-414
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-6-issue-3/406-414.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/the-role-of-customer-relationship-management-on-customer-loyalty-among-selected-banks-in-jos-plateau-state-nigeria-the-mediating-role-of-positive-word-of-mouth-and-organisation-prestige/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Alina Filip & Laurentiu-Dan Anghel, 2009. "Customer Loyalty and its Determinants in a Banking Services Environment," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 288-297, June.
    2. Vesel, Patrick & Zabkar, Vesna, 2009. "Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 396-406.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Murali, S. & Pugazhendhi, S. & Muralidharan, C., 2016. "Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 67-83.
    2. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    3. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    4. Matevž Rasković & Barbara Mörec, 2012. "Organizational Change and Corporate Sustainability in an Economic Crisis: Evidence from Slovenia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 522-536, June.
    5. Mustafa Ozkan & Kemal Cek & Serife Z. Eyupoglu, 2022. "Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification," Sustainability, MDPI, vol. 14(9), pages 1-13, April.
    6. Săniuţă Adina & Roman Mihaela & Petrişoaia Carmen & Pop Nicolae Al., 2013. "Innovation, Customer Attachment Source In Retail Services Empirical Research In Diy Retail," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1815-1826, July.
    7. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Fazal e Hasan, Syed & Lings, Ian & Neale, Larry & Mortimer, Gary, 2014. "The role of customer gratitude in making relationship marketing investments successful," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 788-796.
    9. Hadi Ibrahim & Ibn Kailan Abdul-Hamid & Muhammed Abdulai, 2021. "Revisiting Young Customers’ Bank Selection and Loyalty Decisions in Ghana," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 7(2), pages 203-226, April.
    10. Tiphaine Gorlier & Géraldine Michel, 2020. "How special rewards in loyalty programs enrich consumer–brand relationships: The role of self‐expansion," Post-Print hal-02494605, HAL.
    11. Chijioke Nwachukwu & Pavel Žufan, 2017. "Influence of Customer Focused Mission Statement on Customer Satisfaction," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(3), pages 1031-1038.
    12. Shaikh, Aijaz A. & Karjaluoto, Heikki & Häkkinen, Juho, 2018. "Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 45-53.
    13. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    14. Agarwal, Reeti & Mehrotra, Ankit & Misra, Dheeraj, 2022. "Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Bahri-Ammari, Nedra & Bilgihan, Anil, 2017. "The effects of distributive, procedural, and interactional justice on customer retention: An empirical investigation in the mobile telecom industry in Tunisia," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 89-100.
    16. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    17. Dimas Maulana & Sudarso Kaderi Wiryono & Mustika Sufiati Purwanegara, 2019. "Investigating Consumer Preference in Banking Services: A Conjoint Analysis Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 187-197.
    18. Casidy, Riza & Wymer, Walter, 2016. "A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 189-197.
    19. Garima Gupta & Komal Singharia, 2021. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis," Vision, , vol. 25(1), pages 36-46, March.
    20. Suhaily M. Ramly & Nor A. Omar, 2015. "The relative contribution of loyalty programs and store attributes to store engagement and equity," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 1(1), pages 42-52.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:6:y:2022:i:3:p:406-414. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.