Authors : Dr. Oguntimehin Oluwafemi John; Dr. Onamusi Abiodun Babatunde

Volume/Issue : Volume 11 - 2026, Issue 5 - May

---

Google Scholar : https://tinyurl.com/ysrscc3k

Scribd : https://tinyurl.com/bdzabmej

DOI : https://doi.org/10.38124/ijisrt/26May759

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

---

Abstract : This study investigates the effect of Customer Relationship Management (CRM) on Customer Satisfaction in Deposit Money Banks (DMBs) in Ogun State, Nigeria, with Customer Trust serving as a moderating variable. Grounded in Relationship Marketing Theory and the Technology Acceptance Model, a positivist quantitative survey design was employed with primary data from 384 bank customers (Cochran, 1977). Partial Least Squares Structural Equation Modelling (PLSSEM) via SmartPLS 4.0 (5,000 bootstrap subsamples) was used to test four hypotheses. The measurement model confirmed excellent reliability (Cronbach's α ≥ 0.972; CR ≥ 0.976) and validity (AVE ≥ 0.790; HTMT < 0.85).

Keywords : Customer Relationship Management; Customer Satisfaction; Operational CRM; Analytical CRM; Collaborative CRM; Customer Trust; PLS-SEM; Nigeria.

References :

1. Al-Bashayreh, M., Almajali, D., Al-Okaily, M., Masa'deh, R., & Samed Al-Adwan, A. (2022). Evaluating electronic customer relationship management system success: The mediating role of customer satisfaction. Sustainability, 14(19), Article 12310. https://doi.org/10.3390/su141912310
2. Al Karim, R., Alam, M. M. D., & Al Balushi, M. K. (2024). The nexus between CRM and competitive advantage: The mediating role of customer loyalty. Nankai Business Review International, 15(2), 248–268. https://doi.org/10.1108/NBRI-04-2022-0040
3. Alsheikh, L. H. (2023). Electronic loyalty of Islamic banks in Saudi Arabia: Do e-CRM practices matter? International Journal of Customer Relationship Marketing and Management, 14(1), 1–15. https://doi.org/10.4018/IJCRMM.332883
4. Alzaydi, Z. (2024). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review, 3(2), 132–149. https://doi.org/10.1108/MSAR-12-2022-0061
5. American Psychological Association. (2020). Publication manual of the American Psychological Association (7th ed.). https://doi.org/10.1037/0000165-000
6. Badrinarayanan, V., & Ramachandran, I. (2024). Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing. Journal of Business Research, 177, Article 114644. https://doi.org/10.1016/j.jbusres.2024.114644
7. Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.
8. Blut, M., Chong, A. Y. L., Tsiga, Z., & Venkatesh, V. (2022). Meta-analysis of the unified theory of acceptance and use of technology (UTAUT): Challenging its validity and charting a research agenda in the red ocean. Journal of the Association for Information Systems, 23(1), 13–95. https://doi.org/10.17705/1jais.00719
9. Central Bank of Nigeria. (2023). Annual report on financial stability and banking supervision. https://www.cbn.gov.ng/
10. Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
11. Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates. https://doi.org/10.4324/9780203771587
12. Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
13. Dash, G., & Nayak, B. (2022). An empirical study for customer relationship management in banking sector using machine learning techniques. International Journal of Computer Applications in Technology, 68(3), 286–291. https://doi.org/10.1504/IJCAT.2022.124953
14. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
15. Duman, E. (2023). Social media analytical CRM: A case study in a bank. Journal of Intelligent & Fuzzy Systems, 44(2), 2631–2642. https://doi.org/10.3233/JIFS-221619
16. Eze, C. U., & Ibekwe, F. N. (2023). Technology-mediated CRM and customer satisfaction in Nigerian deposit money banks. African Journal of Business and Economic Research, 18(1), 201–225.
17. Gonu, E., Okeniyi, J., & Agyapong, G. K. Q. (2024). Customer relationship management practices and organisational performance of commercial banks in Ghana: A mediation analysis. Journal of Financial Services Marketing, 29(2), 607–624. https://doi.org/10.1057/s41264-023-00226-8
18. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
19. Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism? Marketing Intelligence & Planning, 39(3), 345–360. https://doi.org/10.1108/MIP-10-2019-0492
20. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
21. Kate, P., Ravi, V., & Gangwar, A. (2023). FinGAN: Chaotic generative adversarial network for analytical customer relationship management in banking and insurance. Neural Computing and Applications, 35(8), 6015–6028. https://doi.org/10.1007/s00521-022-07968-x
22. Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.
23. Kumar, P., & Mokha, A. K. (2022). Electronic customer relationship management (E-CRM) and customer loyalty: The mediating role of customer satisfaction in the banking industry. International Journal of E-Business Research, 18(1), 1–22. https://doi.org/10.4018/IJEBR.293292
24. Kumar, R. P., Banerjee, A., Al-Salti, Z., & Ananda, S. (2024). Technology acceptance model and customer engagement: Mediating role of customer satisfaction. Journal of Financial Services Marketing, 29(3), 1062–1076. https://doi.org/10.1057/s41264-023-00256-2
25. Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2024). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC, 28(4), 465–480. https://doi.org/10.1108/SJME-09-2022-0202
26. Mason, M. C., Massara, F., & Raggiotto, F. (2022). An analysis of the relationships between human, technological and physical factors in the retail banking sector. Italian Journal of Marketing, 2022(2), 249–266. https://doi.org/10.1007/s43039-022-00048-x
27. Mason, M. C., Zamparo, G., & Pauluzzo, R. (2023). Amidst technology, environment and human touch: Understanding elderly customers in the bank retail sector. International Journal of Bank Marketing, 41(3), 572–600. https://doi.org/10.1108/IJBM-06-2022-0256
28. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335
29. Morgan, R. M. (2024). Building relationship marketing theory: Shelby Hunt's contributions to our understanding of marketing's exchange relationships. Journal of Marketing Management, 40(13–14), 1336–1350. https://doi.org/10.1080/0267257X.2024.2431099
30. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
31. National Bureau of Statistics. (2022). Financial inclusion and banking survey report 2022. https://www.nigerianstat.gov.ng/
32. Nguyen, B., Simkin, L., & Canhoto, A. I. (Eds.). (2015). The dark side of CRM: Customers, relationships and management. Routledge. https://doi.org/10.4324/9781315753737
33. Okonkwo, C. E., & Nwosu, H. A. (2021). Customer satisfaction and loyalty in Nigerian banking: The mediating role of service quality. Journal of African Business, 22(3), 310–328.
34. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
35. Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. https://doi.org/10.1509/jmkg.70.4.136
36. Palmatier, R. W., & Steinhoff, L. (2019). Relationship marketing in the digital age. Routledge. https://doi.org/10.4324/9781315143583
37. Payne, A., & Frow, P. (2021). Strategic customer management: Integrating relationship marketing and CRM (2nd ed.). Cambridge University Press.
38. Sin, L. Y. M., Tse, A. C. B., & Yim, F. H. K. (2005). CRM: Conceptualisation and scale development. European Journal of Marketing, 39(11/12), 1264–1290. https://doi.org/10.1108/03090560510623253
39. Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy (9th ed.). World Scientific.