An assessment of customer relationship enhancement strategies on service satisfaction in banking: a case study of Sterling Bank
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Background of the Study
In today’s competitive banking landscape, customer relationship enhancement strategies have become pivotal in driving service satisfaction and long-term loyalty. Sterling Bank, recognized for its commitment to innovative service delivery, has implemented a range of customer-centric initiatives designed to foster closer relationships with its clientele. The bank’s approach integrates modern communication channels, personalized service offerings, and proactive feedback mechanisms to address customer needs in real time (Adebayo, 2023). These strategies are underpinned by theories of relationship marketing, which posit that customer satisfaction is not solely determined by product quality but also by the quality of interactions and the perceived value of continuous engagement (Okonkwo, 2024).
The evolution of digital technology and data analytics has enabled Sterling Bank to tailor its services, ensuring that customer interactions are both meaningful and timely. By leveraging customer relationship management (CRM) systems, the bank can segment its customer base, analyze behavioral patterns, and deliver customized solutions that enhance the overall service experience. This integrated approach not only improves operational efficiency but also fosters a sense of trust and commitment among customers (Ibrahim, 2025). Furthermore, the competitive pressure in the financial services industry has compelled banks to prioritize relationship building as a core strategic objective, given that satisfied customers are more likely to remain loyal and recommend services to others.
In addition to traditional face-to-face interactions, Sterling Bank’s adoption of digital channels—such as mobile apps, social media, and online support—has further broadened its engagement spectrum. This omni-channel strategy ensures that customers receive consistent service quality regardless of the interaction medium, ultimately boosting satisfaction and reducing attrition rates. The bank’s continuous investment in staff training and technology infrastructure supports these strategies, making it a subject of interest for examining the direct correlation between relationship enhancement and service satisfaction. By critically assessing these strategies, this study aims to offer insights into how Sterling Bank’s practices contribute to a competitive advantage in customer service, thereby reinforcing the bank’s market positioning.
Statement of the Problem
Despite the promising outcomes associated with enhanced customer relationship strategies, Sterling Bank encounters several challenges that may impede service satisfaction. Although the bank has invested in sophisticated CRM systems and diversified its engagement channels, inconsistencies in service delivery across different platforms have emerged as a significant concern. Some customers report delays in response times and variations in service quality between digital and branch interactions, which can lead to diminished trust and lower satisfaction levels (Bello, 2023).
Moreover, while personalized interactions are designed to meet individual customer needs, the scalability of such tailored approaches remains problematic. As the customer base expands, maintaining consistent service quality becomes increasingly difficult, potentially resulting in a fragmented customer experience. There is also evidence that not all customer segments are equally receptive to digital communication, leading to disparities in satisfaction outcomes (Chukwu, 2024). Furthermore, the rapid pace of technological change means that the bank’s legacy systems may struggle to integrate seamlessly with newer platforms, causing operational bottlenecks and data discrepancies. These issues underscore a critical gap between the strategic intent of customer relationship enhancement and its practical execution. Hence, the study seeks to investigate whether Sterling Bank’s current strategies effectively translate into higher service satisfaction or if underlying systemic and operational challenges compromise these efforts (Emmanuel, 2025).
Objectives of the Study
To evaluate the effectiveness of Sterling Bank’s customer relationship enhancement strategies on service satisfaction.
To identify key factors that influence the success of relationship management initiatives in banking.
To propose recommendations for improving integrated customer service approaches.
Research Questions
How do customer relationship enhancement strategies affect service satisfaction at Sterling Bank?
What are the primary factors that mediate the relationship between relationship management and customer satisfaction?
How can Sterling Bank optimize its strategies to overcome operational challenges?
Research Hypotheses
Enhanced customer relationship strategies are positively correlated with higher service satisfaction.
The integration of digital and traditional service channels significantly improves customer experience.
Operational inefficiencies negatively affect the impact of relationship enhancement initiatives.
Scope and Limitations of the Study
This study focuses on Sterling Bank’s relationship management strategies across its branches and digital platforms over the past three years. Limitations include potential biases in customer feedback and challenges in isolating the impact of specific strategies from broader market influences.
Definitions of Terms
• Customer Relationship Enhancement Strategies: Techniques and initiatives aimed at improving interactions and engagement with customers.
• Service Satisfaction: The degree to which customers are pleased with the services provided by the bank.
• Customer Relationship Management (CRM): Systems and practices used to manage and analyze customer interactions and data.
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