Department Business Administration

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Browsing Department Business Administration by Author "Abdullahi Kazeem Khadijat"

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    Effect of Customer Orientation on Customer Retention in First Bank of Nigeria Limited, Ilorin Branch
    (Department of Business Administration, Faculty of Social and Management Sciences, Federal University, Birnin-Kebbi, Nigeria, 2024-07-12) Nurudeen Bello Ahmed Ph.D; Yusuf Ismaila Ph.D; Abdullahi Kazeem Khadijat
    ABSTRACT Customer relationship management is a process that caters to the overall dimension of customer identification, managing the insight of the customers and developing relationships with customers with its roots in relationship marketing and its focus being customer retention and relationship enhancement while emphasizing the process of integration throughout the organization's multiple sections. The objective of this paper is to determine the extent to which customer relationship management affects customer retention in First Bank Ltd. in the Ilorin metropolis. The study utilizes a survey research design that uses an infinite population due to the nature of the study. The primary method of data collection was using a closed-ended questionnaire with the aid of a five-point Likert scale to ascertain the degree of respondents' opinions. The study further used ANOVA and regression analyses for descriptive and inferential statistics with the aid of SPSS version 25.0 to analyze the data. Findings from the study showed that R-squared is 0.471 and adjusted R-squared is reported to be 0.467, which implies that 47% of the variation of the dependent variable was explained by the independent variable. Therefore, the ANOVA results regressed indicated that the estimated F value of 22.956 has a significant value of 0.000, which is less than the P-value of 0.05 (p < 0.05), which means that customer orientation has a significant effect on customer retention. The study therefore concludes that First Bank Ltd. should pay adequate attention to customer relationship management for the purpose of retaining their customers. The study recommends that the bank should endeavor to put in place mechanisms that will deepen customer relationships by way of engaging customers to have enough orientation about banking services offered for the purpose of retaining them.