Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between customer relationship management and organizational commitment has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected Deposit Money Banks in Nigeria where operating conditions differ markedly from more developed markets.

Within the context of Selected Deposit Money Banks in Nigeria, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of customer relationship management on organizational commitment, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

While customer relationship management is widely discussed in policy and industry circles, empirical evidence on its actual effect on organizational commitment within Selected Deposit Money Banks in Nigeria remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to customer relationship management are helping or hindering organizational commitment — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Customer Relationship Management on organizational commitment in Selected Deposit Money Banks in Nigeria.
2. To assess the extent to which customer relationship management influences organizational commitment within the study area.
3. To identify the challenges associated with customer relationship management in relation to organizational commitment.
4. To recommend strategies for optimizing customer relationship management in order to improve organizational commitment.

1.4 Research Questions

1. What is the effect of customer relationship management on organizational commitment in Selected Deposit Money Banks in Nigeria?
2. To what extent does customer relationship management influence organizational commitment within the study area?
3. What challenges are associated with customer relationship management in relation to organizational commitment?
4. What strategies can be adopted to optimize customer relationship management in order to improve organizational commitment?

1.5 Significance of the Study

Beyond its academic contribution to the field of business administration, this study has practical value for management teams within Selected Deposit Money Banks in Nigeria seeking to understand how customer relationship management translates into measurable outcomes around organizational commitment. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Customer Relationship Management and its relationship with organizational commitment within the context of Selected Deposit Money Banks in Nigeria. It reflects a MSc-level scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.