Impact of Customer Relationship Management (CRM) on the Performance of Deposit Money Bank in Nigeria

Abstract-This research seeks to examine the impact of CRM on the performance of deposit money banks in Nigeria between 1999 and 2013. The researchers uses OLS multiple regression to examine the impact of complaint management, timeliness in service delivery, security of money and ease of opening account on ROA, ROE and ROI of deposit money banks. The co-integration test carried out showed that there is the existence of long-term equilibrium relationship between CRM and deposit money banks performance. Furthermore, the result from the analysis showed that CRM had greatly impacted on ROA and ROI of deposit money banks. The models for ROA and ROI showed there is a significant relationship between CRM and deposit money bank performance, but the ROE model showed otherwise. reminiscent from the analysis therefore are that deposit money banks in Nigeria need to extend more branches to clustered areas and locations as a strategy of diversifying investment opportunities. This will enable the banks handle the timeliness in service delivery efficiently for maximization of ROE. Index Terms: Customer Relationship Management, Bank Performance, Deposit Money Banks, Return on Assets, Return on Investments, Return on Equities, Nigeria