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IMPACT OF RELATIONSUIP MARKETING ON CUSTOME SATISFACTION: EVIDENCE FROM NIGERIAN BANKING INDUSTRY
(2016) OLANIPEKUN, Wahid Damilola; BRIMAH, Aminu Nassir; RABIU, Rukayat Oloruntoyin; ABDULKAREEM, Zulfah Jumoke
his study examined the impact ofrelationship marketing on customer satisfaction in three customer most focused banks according to KPMG 2014 report. Primary data with the aid of a structured questionnaire was used to obtain information from respondents which constitute customers of Zenith Bank, Diamond Bank and GTBank within llorin metropolis. The data collected were analyzed using both descriptive such as frequencies, mean, standard deviation and inferential statistics of mulliple regression analysis and Pearson Product Moment Correlation Coeficient (PPMCC) with the aid of STATA 11.0 compuler statistical software. The findings revealed that relationship marketing practices has positive impact on customer salisfaction in the selected commercial banks. II was recommended that commercial banks should continuously maintain, sustain and improve their relationship marketing Strategies and practices since it is an indispensable tool in achieving customer satisfaction and organization performance. This is even as all relevant stakeholders in the bank must be involvedin implementing relationship marketing strategies