Customer Commitment as a Moderator Between Customer Relationship Management and Service Quality Performance in Nigerian Commercial Banks

Augustine Nnaemeka Ekejiuba*, Abdul Manaf Bohari, Rawiyah Ab Hamid
Universiti Utara Malaysia, Malaysia
DOI – http://doi.org/10.37502/IJSMR.2025.8505

Abstract

Customer Relationship Management (CRM) has become a vital strategy for enhancing service quality performance in Nigerian commercial banks. However, the effectiveness of CRM in improving service quality is not solely dependent on its implementation; it is significantly influenced by customer commitment. Customer commitment—comprising affective, continuance, and normative commitment—moderates the relationship between CRM and service quality by strengthening customer involvement, engagement, this study explores how customer commitment which is anchored on trust and commitment theory enhances the impact of CRM on service quality performance. It highlights two key CRM dimensions—customer involvement, engagement, and discusses how customer commitment strengthens their influence on service quality. The study emphasizes the need for Nigerian commercial banks to prioritize customer commitment strategies such as personalized banking services, digital engagement, and long-term relationship-building initiatives. By integrating CRM with strong commitment-driven approaches, banks can enhance customer satisfaction, improve service quality perceptions, and sustain competitive advantage in an evolving financial landscape

Keywords: Customer Relationship Management (CRM), Customer Commitment, Customer involvement, Customer Engagement, Service Quality, Trust and Commitment Theory

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