Analysis of Customer Relationship Management and Customer Retention in GTBank, Ogun State

Customer relationship management systems are designed to enhance customer retention, and analysing their effectiveness at Guaranty Trust Bank in Ogun State, South West Nigeria, provides practical insights for banking relationship management strategy. This study analysed CRM practices and their effect on customer retention at GTBank branches in Abeokuta, Sagamu, and Ijebu-Ode, Ogun State. Data were collected from 240 GTBank customers using structured questionnaires measuring CRM quality across dimensions of personalisation, communication frequency, service customisation, customer data management, and complaint integration. Customer retention was measured by account longevity, product adoption breadth, and repurchase intention. Multiple regression and path analysis were employed. Results showed that service customisation (beta = 0.47, p < 0.001) and communication frequency (beta = 0.39, p < 0.01) were the strongest CRM predictors of customer retention. Customers who experienced personalised service interactions were 3.2 times more likely to adopt additional banking products. Data management quality significantly predicted service customisation delivery (beta = 0.52), confirming data as the foundation of effective CRM. Long-tenured customers (more than 7 years) valued communication personalisation most highly, while new customers prioritised complaint integration. GTBank's digital CRM touchpoints (mobile app and internet banking) received higher satisfaction ratings than in-branch CRM interactions. The study concludes that digital CRM investment should remain a priority at GTBank Ogun State while in-branch personalisation capabilities are strengthened. Keywords: customer relationship management, customer retention, GTBank, Ogun State, banking