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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.

Omoge, Akinyemi Paul

Authors

Akinyemi Paul Omoge



Contributors

Bill Donaldson
Supervisor

Audrey Frances Laing
Supervisor

Ken Russell
Supervisor

Evagelos Korobilis-Magas
Supervisor

Abstract

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).

Thesis Type Thesis
Publication Date Jun 1, 2016
Institution Citation OMOGE, A.P. 2016. 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. Robert Gordon University, PhD thesis.
Keywords Customer Relationship Management (CRM); Banking; Technology; Consumer buying behaviour; Structural equation modelling (SEM); Process

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OMOGE 2016 The direct and mediated effects of customer (41.3 Mb)
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Copyright: the author and Robert Gordon University




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