CUSTOMER RELATIONSHIP MANAGEMENT usir. Relationship Management... · Relationship termination management…

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    CUSTOMER RELATIONSHIP MANAGEMENT PROCESSES IN THE NIGERIAN

    RETAIL BANKING SECTOR

    Mujitaba Abubakar Tangaza

    SALFORD BUSINESS SCHOOL

    SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF THE

    DEGREE OF DOCTOR OF PHILOSOPHY, SEPTEMBER 2017.

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    Contents

    Contents ................................................................................................................................... II

    List of tables.......................................................................................................................... VII

    List of figures ......................................................................................................................... IX

    Abbreviation ............................................................................................................................ X

    Definition of terms ................................................................................................................ XI

    Acknowledgements .............................................................................................................. XII

    Abstract ............................................................................................................................... XIII

    1. CHAPTER 1 Introduction ................................................................................................ 1

    1.1 Introduction .................................................................................................................. 1

    1.2 Context of the study ..................................................................................................... 2

    1.2.1. Nigerian context and banking environment ................................................................. 3

    1.3 Background literature................................................................................................... 5

    1.4 Justification for the study ............................................................................................. 8

    1.5 Research purpose ....................................................................................................... 11

    1.6 Aim of the study......................................................................................................... 11

    1.6 Research questions: .................................................................................................... 11

    1.7 Contributions of the study .......................................................................................... 11

    1.8 Research methodology ............................................................................................... 14

    1.9 Study structure ........................................................................................................... 15

    1.9.1 Chapter one: Introduction .......................................................................................... 15

    1.9.2 Chapter two: context of the study .............................................................................. 15

    1.9.3 Chapter three: Literature review ................................................................................ 15

    1.9.4 Chapter four: Methodology........................................................................................ 15

    1.9.5 Chapters five and six: Data Analysis ......................................................................... 15

    1.9.6 Chapter seven: Discussion ......................................................................................... 16

    1.10 Chapter conclusion..................................................................................................... 16

    2.0 CHAPTER 2 Nigerian Context.................................................................................... 17

    2.1 Introduction ................................................................................................................ 18

    2.2 Nigerian context ......................................................................................................... 18

    2.2.1 Population and banking development ........................................................................ 20

    2.2.2 Infrastructural challenge ............................................................................................ 21

    2.2.3 Socio-cultural influence on nigerian context ............................................................. 24

    2.2.4 Income profile ........................................................................................................... 27

    2.2.5 Access to banking in nigeria ..................................................................................... 28

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    2.3. Nigerian banking environment ................................................................................. 30

    2.3.1 Follow up reforms after the 2004 nigerian banking reform ...................................... 32

    2.4 Summary ................................................................................................................... 34

    CHAPTER 3 Literature Review ........................................................................................ 37

    3.1 Introduction ............................................................................................................... 37

    3.2 Development within relationship marketing ............................................................. 37

    3.2.1 Antecedents to relationship marketing effectiveness ................................................ 40

    3.2.2 Relationship marketing (RM) and customer relationship management (CRM) ....... 41

    3.3. Relationship management conceptualisation and definition ..................................... 43

    3.4. Customer relationship management implementation ................................................ 47

    3.4.1 Customer relationship management implementation: the role of the interpersonal

    relationship ............................................................................................................................... 49

    3.4.2 Customer relationship management implementation: the role of key accounts

    management ............................................................................................................................. 52

    3.4.2.1 Design of key account management research ........................................................... 53

    3.4.2.2 Analysis of individual key account managers .......................................................... 54

    3.4.3 Customer relationship management implementation: the role of information

    technology-enabled relationship marketing approach (CRM) ................................................. 56

    3.4.3.1. CRM Implementation at customer-facing level ........................................................ 57

    3.4.3.2 CRM and customer knowledge management ........................................................... 60

    3.4.3.3 CRM Implementation based on macro view ............................................................ 62

    3.4.4 Framework for relationship management implementation ....................................... 67

    3.5 Customer relationship management in the banking sector ....................................... 69

    3.5.1 Customer relationship management in the banking sector: the role of external

    factors ....................................................................................................................................... 70

    3.5.3 Customer relationship management; internal organisational-focused CRM ............ 72

    3.6 CRM in emerging markets ........................................................................................ 74

    3.7 Implications for data collection ................................................................................ 84

    CHAPTER 4 Research Methodology ................................................................................ 86

    4.1 Introduction ............................................................................................................... 86

    4.2 Research approaches ................................................................................................. 86

    4.3 Research philosophy ................................................................................................. 88

    4.3.2 Ontology ................................................................................................................... 89

    4.3.2 Axiology ................................................................................................................... 91

    4.3.3. Epistemology ............................................................................................................ 92

    4.3.4 Research methodology .............................................................................................. 92

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    4.3.4 Research philosophy and case study ......................................................................... 93

    4.4 Research strategy ...................................................................................................... 99

    4.4.1