Customer relationship management for brand commitment and brand loyalty

Andy Fred Wali, Len Wright, Idika Awa Uduma

Research output: Contribution to journalArticlepeer-review


This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviour than affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predicting advocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategic policy makers in the Nigeria financial sector to improve on their firms’ CRM infrastructure in order to continually meet customers’ expectations.
Original languageEnglish
Pages (from-to)45-58
Number of pages14
JournalBritish Journal of Marketing Studies
Issue number4
Publication statusPublished - 1 May 2015


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