Customer Relationship Management And Marketing Performance In The Nigeria Banking Industry

Background of the Study The banking sector is becoming increasingly competitive around the world. Today, many businesses such as banks, insurance companies, and other service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customers, retain existing ones and maximize their lifetime value. Customer Relationship Management is a sound business strategy to identify the bank’s most profitable customersand prospects, and devotes time and attention to expanding account relationships with those customers through individualized mark…