EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION: A CASE OF ACCESS BANK PLC IKEJA, LAGOS
Askira T. Akinsanya, Dr. Nurudeen Jimoh and Okoye K. Chidozie
Volume 2 Issue 2
Abstract
This study examined the effect of customer relationship management on customer satisfaction in Access bank plc Lagos. The study was conducted using a Primary source of data collection. Structured questionnaires were administered to 66 respondents through a web link who made up the population of the study. The Taro Yamane formula n= N/ (1+Ne2) is used to get the actual sample size based on the population at a 95% confidence interval and 5% error margin. The study employed multiple regression analyses to determine the effect of the independent variables on the dependent variable. The results revealed that Customer involvement & participation and Customer service support have a significant effect on customer satisfaction. The study recommends that Access bank as an organisation has to improve on Customer involvement and participation to improve its customer satisfaction. Also, in order to increase customer support services, Access bank should carry out frequent surveys to increase customer satisfaction. Keywords: Customer Involvement, Customer Relationship Management, Customer Service Support
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