This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviourthan affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predictingadvocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategicpolicy makers in the Nigeria financial sectorto improve on their firms’CRM infrastructure in order to continually meet customers’ expectations.
Keywords: Customer Relationship Management, Loyalty, brand commitment, customer advocacy
