Electronic customer relationship management and customer retention of deposit money banks in Dutsin-Ma, Nigeria

Abstract

This study investigates the effects of electronic customer relationship management (ECRM) on the customer retention of deposit money banks (DMBs) in Dutsin-Ma, Nigeria, using responses obtained from 380 customers of the three DMBs operating in the study area. The study adopts a cross-sectional survey research design, a structured questionnaire as a means for data collection and multiple regression techniques as the main method of data analysis with the aid of the statistical package for social sciences (SPSS) version 25. Results confirm that ECRM proxies: pre-transaction, at-transaction and customer feedbacks and complaints management (post-transaction) features of ECRM have a significant and positive effect on the customer retention of DMBs in Dutsin-Ma. The study concludes that the adoption of the ECRM framework has contributed immensely to the improvement of customer experience and, consequently, customer retention in the study area. Thus, pre-transaction, during/at transaction and post-transaction features are important to service marketing strategies for retaining customers. The study, therefore, recommends that DMBs in the study area should upgrade their ECRM platforms to further improve customers' seamless experience to increase customer retention. The study also recommends that banks should make their e-banking platforms more secure, user-friendly and faster.