ABSTRACT

The study investigated on the .effect of customer relationship management on organizational performance. The objective of the study are to examine the effect of trust on sales volume, to examine the effect of after sales service on profitability and to ascertain the effect of preferential treatment on market share. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. In testing the hypothesis simple regression analysis was used. The findings revealed that Customer relationship management practices has a significant effect on organizational profitability. The findings also revealed that Trust significantly affect sales volume, after sale service significantly affect organizational profitability and preferential treatment significantly affect market share. The researcher recommends that Effective customer relationship marketing is a reliable tool to increase customer base. Hence, Nigeria banks should ensure customer satisfaction at all time. Management of the banks should always seek customer opinion before taking decision that is binding on the customers. Bank should also work on their A TM to avoid poor services and should also attach an employee to the A TM machine to ensure orderliness in using the machine. And quickly report to the management when there is problems with the machine. Notwithstanding, management of banks should also create more A TM outlet to reduce long queue.