CUSTOMER RELATIONSHIP MARKETING AND THE PERFORMANCE OF BANKING SECTOR IN NIGERIA (A CASE STUDY OF FIRST BANK PLC)

It is obvious that most of organization do not take note or cognizance of their relationship with their customers and there is no doubt that customers’ needs, maintaining customers’ relationship needs, purchasing patterns and behaviors, is one of the most important factors that organizations use to maintain a competitive advantage. The study examines the effect of customer relationship management on organizational performance in Nigerian banking industry. The study employed primary source of data. It also employed survey research design. The study revealed that there is significant relationship between bank customers’ relationship and customers’ satisfaction in Nigeria. Therefore, the study recommends is high time management of the banks to start to think of ways of applying marketing oriented measures in all their dealings with customers. It will help to re-orientate bank staff on their attitude towards customers. Also cheerfulness and courtesy are important. This staff knowledge of manufacturing industry, knowledge of what value customers attach to any services they require will enhance the effectiveness and efficiency of the bank. To this end, sponsoring staff to attend seminars will not be out of place. Banks should realize that the customers are their most important assets: hence, they shall be more interested in the welfare of the customers and quality of services rendered and provided to them in making profit. Price awards should be given at the end of each year for the best-behaved staff/officials, so as to motivate them.