E-ISSN 3115-5057 | ISSN 3115-5049
 
2025, Vol: 2, Issue: 2
2 / 2Current Issue Online FirstArchiveAims and ScopeAbstracting & Indexing

Original Research 


A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks

Samuel Oluwaseun Adejuwon, Mumini Idowu Adarabioyo, Anthony Opeyemi Ilesanmi, Kehinde Abimbola Adigun.


Abstract
This study explores the influence of Customer Relationship Management (CRM) on customer loyalty in money deposit banks within Ekiti State, Nigeria. It focuses on key CRM elements—customer feedback, personalization, communication, and employee empowerment—and their role in fostering loyalty among banking customers. Employing a survey research design, the study targeted four selected banks in Ado-Ekiti, drawing responses from 400 participants, including both bank customers and staff. Data were gathered through structured questionnaires and analyzed using both descriptive and inferential statistical methods. Multiple regression analysis was applied to assess the extent to which the CRM components (independent variables) predict customer loyalty (dependent variable). The regression results showed a strong relationship, with an R² value of 0.790, indicating that the selected CRM practices significantly contribute to customer loyalty. Based on these findings, the study concludes that robust CRM strategies are essential for enhancing customer retention in deposit money banks in Ekiti State. It recommends that bank managers regularly evaluate and improve customer service practices to maintain and strengthen customer loyalty.

Key words: Customer Loyalty, Customer Feedback, Personalization, Communication, Employee Empowerment and regression analysis


 
ARTICLE TOOLS
Abstract
PDF Fulltext
How to cite this articleHow to cite this article
Citation Tools
Related Records
 Articles by Samuel Oluwaseun Adejuwon
Articles by Mumini Idowu Adarabioyo
Articles by Anthony Opeyemi Ilesanmi
Articles by Kehinde Abimbola Adigun
on Google
on Google Scholar


How to Cite this Article
Pubmed Style

Adejuwon SO, Adarabioyo MI, Ilesanmi AO, Adigun KA. A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. CUJOSTECH. 2025; 2(2): 57-63. doi:10.5455/CUJOSTECH.251005

Web Style

Adejuwon SO, Adarabioyo MI, Ilesanmi AO, Adigun KA. A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. https://www.cujostech.com.ng/?mno=245348 [Access: October 02, 2025]. doi:10.5455/CUJOSTECH.251005

AMA (American Medical Association) Style

Adejuwon SO, Adarabioyo MI, Ilesanmi AO, Adigun KA. A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. CUJOSTECH. 2025; 2(2): 57-63. doi:10.5455/CUJOSTECH.251005


Vancouver/ICMJE Style

Adejuwon SO, Adarabioyo MI, Ilesanmi AO, Adigun KA. A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. CUJOSTECH. (2025), [cited October 02, 2025]; 2(2): 57-63. doi:10.5455/CUJOSTECH.251005


Harvard Style

Adejuwon, S. O., Adarabioyo, . M. I., Ilesanmi, . A. O. & Adigun, . K. A. (2025) A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. CUJOSTECH, 2 (2), 57-63. doi:10.5455/CUJOSTECH.251005


Turabian Style

Adejuwon, Samuel Oluwaseun, Mumini Idowu Adarabioyo, Anthony Opeyemi Ilesanmi, and Kehinde Abimbola Adigun. 2025. A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. Confluence University Journal of Science and Technology, 2 (2), 57-63. doi:10.5455/CUJOSTECH.251005


Chicago Style

Adejuwon, Samuel Oluwaseun, Mumini Idowu Adarabioyo, Anthony Opeyemi Ilesanmi, and Kehinde Abimbola Adigun. "A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks." Confluence University Journal of Science and Technology 2 (2025), 57-63. doi:10.5455/CUJOSTECH.251005


MLA (The Modern Language Association) Style

Adejuwon, Samuel Oluwaseun, Mumini Idowu Adarabioyo, Anthony Opeyemi Ilesanmi, and Kehinde Abimbola Adigun. "A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks." Confluence University Journal of Science and Technology 2.2 (2025), 57-63. Print. doi:10.5455/CUJOSTECH.251005


APA (American Psychological Association) Style

Adejuwon, S. O., Adarabioyo, . M. I., Ilesanmi, . A. O. & Adigun, . K. A. (2025) A Regression-Based Analysis of the Influence of CRM Practices on Customer Loyalty in Ekiti State’s Deposit Money Banks. Confluence University Journal of Science and Technology, 2 (2), 57-63. doi:10.5455/CUJOSTECH.251005


Author LoginReviewer LoginEditorial PoliciesEditorial Review PolicyPeer Review PolicyEditorial & Peer Review ProcessAuthor's Rights and ObligationsConflict of Interest PolicyPlagiarism PolicyProtection of Research Participants (Statement On Human And Animal Rights)Statement of Informed ConsentCopyright Information

About Confluence University Journal of Science and Technology

Confluence University Journal of Science and Technology (CUJosTech) is the official Journal of the Confluence University of Science and Technology (C ... Read more.



For best results, please use Internet Explorer or Google Chrome.

Contact Information

Dr Daniel O. Apeh
Journal Secretary
Room 21, Block C, Faculty of Science Building
cujostech@custech.edu.ng
+234(0)7033395643