Understanding Customer Relationship Management Process in the Nigerian Retail banking context

Mujitaba Abubakar Tangaza () and Tijjani Mohammed ()
Additional contact information
Mujitaba Abubakar Tangaza: Sokoto State Polytechnic
Tijjani Mohammed: Federal University, Gashuwa

No 7209631, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: The basis for relationship marketing is to maximize benefit and long-term bonding between the firm and a customer. Based on these premises, scholars explore how relationship is implemented across business and national context. In one of such studies, Reinarzt and Kumar (2004) explore relationship management implementation based on the premises that relationship follows three stages: relationship initiation, relationship management, and termination. However, at every stage certain processes do occur. These processes that occur at every stage remain unexplored at country level. Countries possess heterogeneous social as well economic conditions that define business operation in a specific country. Thus this paper investigates relationship implementation in Nigeria based on two premises: 1) what are the factors that affect relationship initiation, management, and termination in Nigerian retail banking context? How external factors affect relationship effectiveness and performance? Based on 27 semi-structured interviews, this study therefore provides empirical investigation that addresses two main issues. One, the paper shows interpersonal relationship, a technique employed for both relationship initiation and management, remains one of the important factor even at retail banking context. Due to environmental challenge, the positive implication on technology deployment on relationship management in retail context of Nigerian banks is small, social connections have significant influence on retail banking relationship.

Keywords: Understanding; Customer; Relationship; Management; Process; in; the; Nigerian; Retail; banking; context (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2018-06
References: Add references at CitEc
Citations:

Published in Proceedings of the Proceedings of the 36th International Academic Conference, London, Jun 2018, pages 1-14

Downloads: (external link)
https://iises.net/proceedings/36th-international-a ... =72&iid=001&rid=9631 First version, 2018

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:7209631

Access Statistics for this paper

More papers in Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().