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Customer relationship management for brand commitment and brand loyalty

Wali, Andy Fred, Wright, Len Tiu and Uduma, Idika Awa (2015) Customer relationship management for brand commitment and brand loyalty. British Journal of Marketing Studies, 3 (4). pp. 45-58. ISSN 2053-4043

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This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviour than affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predicting advocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategic policy makers in the Nigeria financial sector to improve on their firms’ CRM infrastructure in order to continually meet customers’ expectations.
KEYWORDS: Customer relationship management, customer advocacy, brand commitment, loyalty

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Schools: Huddersfield Business School
Related URLs:
Depositing User: Andy Wali
Date Deposited: 20 May 2015 15:54
Last Modified: 28 Aug 2021 18:09


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