EFFECT OF E-CRM APPLICATION ON CUSTOMER SATISFACTION IN MONEY DEPOSIT BANKS IN AKURE METROPOLIS

Résumé fourni par la source

The evolving demands of consumers who seek efficient, transparent, and technology-driven services require Money Deposit Banks (MDBs) to adopt electronic-customer relationship management application in their operation. This study examined the effect of e-CRM application on customer satisfaction in money deposit banks in Akure metropolis. The study focused on pre-transaction services, at-transaction services, and post-transaction services of money deposit banks in Akure metropolis. The study employed survey research design which involves the use of structured questionnaire to collect data from customers who are actively using banking services, such as mobile banking systems and online banking platforms of functioning money deposit banks within Akure Metropolis. The selection of the participants was based on purposive sampling and random sampling technique. Four hundred and twenty-two (422) copies of questionnaire were administered to respondents across selected money deposit banks in Akure Metropolis. Out of the 422 copies of questionnaire distributed, 398 copies were properly completed and returned, and were used for the analysis. The data collected were analysed using multiple regression analysis on Statistical Package for Social Sciences (SPSS) software. Findings revealed that Pre-transaction services create a positive relationship with customer satisfaction which reaches statistical significance (β = 0.312, t = 5.284, p = 0.000), At-transaction services create a positive relationship with customer satisfaction which reaches statistical significance (β = 0.391, t = 6.742, p = 0.000), while Post-transaction services showed a positive relationship with customer satisfaction which reached statistical significance (β = 0.276, t = 4.938, p = 0.000). The study found that customers value the digital transaction systems, which provide them with fast and secure, and convenient and efficient services, more than the bank services that customers receive through mobile banking and ATM, and internet banking and electronic payment platforms. The study concludes that all three service types, which include pre-transaction services, at-transaction services, and post-transaction services, have positive significant effect on customer satisfaction. Thus, the study recommends that money deposit banks should make investments in upgraded electronic customer relationship management systems which are both modern and dependable, to achieve better customer satisfaction results and increased customer loyalty.