Pilot Test and Validation for Constructs of Customer Relationship Management for Assessing the Performance of Commercial Banks Nigeria

The increasing competition in Nigeria’s banking sector has made service quality a key differentiator in attracting and retaining customers. However, commercial banks continue to face challenges such as inconsistent service delivery, poor customer engagement, and unmet expectations. This study develops a theoretical model of Customer Relationship Management (CRM) to evaluate service quality performance in Nigerian commercial banks. The model integrates six critical CRM dimensions—Customer Involvement, Engagement, Attraction, Value, Knowledge, and Orientation—to assess their impact on service quality. The study is anchored in Expectancy Disconfirmation Theory (EDT) and Customer Engagement Theory (CET), which explain how customer expectations, perceptions, and interactions influence service quality evaluations. The study concludes that Nigerian commercial banks can enhance service quality by implementing personalized banking experiences, leveraging digital technology for customer engagement, and adopting proactive relationship management strategies. The findings provide actionable insights for bank managers, policymakers, and stakeholders to develop CRM- driven frameworks that improve service quality, drive customer satisfaction, and ensure competitive advantage in the evolving financial landscape.