IMPACT OF RELATIONSUIP MARKETING ON CUSTOME SATISFACTION: EVIDENCE FROM NIGERIAN BANKING INDUSTRY
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Date
2016
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Abstract
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