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The banking industry is now highly competitive,with banks not only competing among one another;but also with non-banks and other financial institutions.Banks become more aware of the importance of customer relationship management (CRM) and its potential to help them acquire new customers, retain existing ones and maximize their lifetime value.The primary objective of this study is to investigate the influence of the variables trust, commitment, two-way communication and conflict handling on customer loyalty through the intervening role of Customer Relationship Management at a retail bank in Togo.Personal interviews were conducted with respondents and a structured questionnaire was used for gathering of data. The statistical analysis that was used in the study included a multiple regression analysis to test the hypotheses formulated for the study and an analysis of variance test (ANOVA).The study indicated that a significant positive relationship exists between conflict handling, commitment,trust and two-way communication and CRM.The study also revealed that a strong relationship existed between CRM and customer loyalty at the agencies of one of first banks in Togo.
Banks become more aware of the importance of customer relationship management (CRM) and its potential to help them acquire new Customers, retain existing ones and maximize their lifetime value.The primary objective of this study is to investigate the influence of the variables trust, commitment, two-way communication and conflict handling on customer loyalty through the intervening role of Customer Relationship Management at a retail Bank in Togo.Personal interviews were conducted with respondents and a survey questionnaire was used for gathering of data. The statistical analysis that was used in the study included a multiple regression analysis to test the hypotheses formulated for the study and an analysis of variance test ( ANOVA). The study indicated that a significant positive relationship exists between conflict handling, commit Ment, trust and two-way communication and CRM. The study also revealed that a strong relationship existed between CRM and customer loyalty at the agencies of one of first banks in Togo.