*Akinyemi Paul Omoge recently completed his Ph.D. from the Robert Gordon University, UK. He also holds MBA., MSc., BSc., and PgCert. in research methods. His teaching interests include: CRM/Digital marketing, Principles of Marketing, Consumer Behavior and his research interest areas involve CRM/Technology Adoption, Acceptance and Usage, Online Banking, and Consumer Behavior
**Ibukun Sokari: Doctoral researcher, Department of Management Robert Gordon University, Aberdeen, UK. She is a policy analyst and ardent researcher. Teaching and research interests include: Policy analysis; innovation technology management; strategic management as well as entrepreneurship
Findings from literature have established that banks have made significant investment in customer relationship management (CRM) systems and technology. The reasons for this have been traced to their emergent need to gain competitive advantage through greater knowledge of their customers thus increasing their customer base, customer satisfaction and achieving greater customer retention and customer loyalty. The purpose of this research is to examine the direct and mediated effect of CRM adoption in the Nigerian banking industry on customer loyalty through customer satisfaction and customer retention. A structured questionnaire was used to collect data with 400 usable responses from retail bank customers across Nigeria. Structural Equation Modelling was employed to analyse data and test hypotheses. The results showed that there is a direct and an indirect relationship between CRM and customer loyalty. Also, CRM implementation affects customer satisfaction and customer retention, and both customer satisfaction and retention have significant relationships with customer loyalty.
Customer Relationship Management (CRM), Customer loyalty, Customer satisfaction, Structural Equation Modelling (SEM), Mediation, Moderation, Process
