CUSTOMER RELATIONSHIP MANAGEMENT AND MARKETING PERFORMANCE IN THE NIGERIA BANKING INDUSTRY
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- NGN 3000
ABSTRACT
This study was carried out on customer relationship management and marketing performance in the Nigerian banking industry. The competitive nature of our capitalist economy has obviously necessitated the application of certain techniques by banks in a bid to sustain customer patronage, remain in business and outwit competitors. Herein lies the substance of relationship as a communication, marketing and public relations technique aimed at sustaining customers’ patronage. On this note therefore, this study among others, examines the influence of relationship marketing in customers’ patronage of banks with focus on Gtbank, Eco bank, Skye bank, Uba, Fidelity bank and banks in Port Harcourt. For the purpose of this study, the survey research design was used to study a representative size of the population total of 371 sample size was studied from a target population of 1,452 which is the population of staff of selected banks in Port Harcourt. Questions designed in the Likert Scale Format was used as major instrument for the collection of data while mean score was used for the analysis of the research data. Findings revealed that zenith bank Port Harcourt city branch regularly carried out various relationship efforts in line with the socio- cultural norms of the people of Port Harcourt and this has translated to positive influence on patronage by its customers. The study revealed that the business men accepted the relationship marketing of the banks. Deriving from this therefore, the study recommends that banks should increase the community social responsibility efforts for a steady long term relationship marketing and patronage in line with the focus of relationship marketing.
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