2026-09-22T08:07:30Z rgu-repository.worktribe.com

oai:rgu-repository.worktribe.com:248878 2026-09-04T14:56:29Z 084104101115105115 openaccess

Thesis The direct and mediated effects of customer relationship management (CRM) systems usage as service delivery channels on consumer buying behaviour: an empirical appraisal of the context of the Nigerian banking industry. Ample evidence from the literature suggests that in recent years, banks have been heavily investing in customer relationship management (CRM) systems. The reasons for this are traced to banks' emergent need to gain and sustain competitive advantage through greater knowledge of their customers. In turn, this increased knowledge is likely to also lead to increased: a) customer base, b) customer satisfaction, c) customer retention and, d) customer loyalty. The literature suggests that there is a knowledge gap, which relates to the reasons for CRM systems in adoption and usage as service delivery channels, as well as its effects on banks' customers. This is particularly the case with regards to the banks' customers' buying behaviour and is stemming from the fact that bank customers display some unique buying patterns. Based on the above, the aim of this study is to find out whether or not there is a potential influence of newly implemented CRM systems on consumer buying behaviour in the context of the Nigerian banking industry and also to assess the extent and nature of this influence (if any). Omoge, Akinyemi Paul PhD Doctoral 2016-06-30 Bill Donaldson, Audrey Frances Laing, Ken Russell and Evagelos Korobilis-Magas oai:rgu-repository.worktribe.com:248878 https://rgu-repository.worktribe.com/248878/1/OMOGE%202016%20The%20direct%20and%20mediated%20effects%20of%20customer RGU Internal Funding Customer Relationship Management (CRM) Banking Technology Consumer buying behaviour Structural equation modelling (SEM) Process http://hdl.handle.net/10059/2139 2016 en openAccess https://creativecommons.org/licenses/by-nc-nd/4.0/ Public