iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2020.v01i02.83Customer Relationship Management and Customer Loyalty: An Empirical Study of Selected Deposit Money Banks in Lagos State, NigeriaMuktarMondayONAMUSIAbiodunBabatundeDepartment of Business Administration & Marketing, Babcock University, Ilishan-Remo Ogun State, NigeriaDepartment of Management and Accounting, Lead City University, Ibadan, Oyo State, NigeriaGlobally customer loyalty has been of great concern to banks, entrepreneurs and business organisations. The banking industry plays an important role in the economic development of a nation. In recent years, the banking industry has faced competitive pressure worldwide as the world financial structure has changed rapidly due to the deregulation of financial services and increasing use of information technology resources. However, there seems to be a few studies on customer relationship and customer loyalty. Customer relationship management adoption in Nigeria appears to be very low because of implementation cost. This study examined the effect of on customer relationship management on customer loyalty focusing on selected deposit money banks in Lagos State, Nigeria. The study employed cross sectional survey research design and a population of 6,975,037 deposit money bank customers in Lagos State, Nigeria. The sample size of 1,019 was determined using Krejcie and Morgan table. Simple random sampling technique was adopted to select the respondents. Structured questionnaire was adapted and validated for the data collection. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.809 to 0.868 and the study achieved 97.84% response rate. The hypothesis formulated was analysed using regression analysis. Findings revealed that customer relationship management had significant effect on customer loyalty (Adj. R2 = 0.550; F (5,990) = 244.128, p<0.05). The study concluded that customer relationship management affect customer loyalty of deposit money banks. The study recommended that banks should strategically focus on the use of customer relationship management to align their products/services with the needs of both existing and potential customers to achieve customer loyalty.