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

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).

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.

• Thesis Type: Thesis
• Deposit Date: Feb 1, 2017
• Publicly Available Date: Feb 1, 2017
• Keywords: Customer Relationship Management (CRM); Banking; Technology; Consumer buying behaviour; Structural equation modelling (SEM); Process
• Public URL: http://hdl.handle.net/10059/2139
• Contract Date: Feb 1, 2017
• Award Date: Jun 30, 2016