ABSTRACT

Banking today has become more innovative, competitive and attractive. The competition has driven strategies to be developed day in and day out, ideas become archaic and management of Banks would have to be constantly, developing ideas that will promote their services and lure more customers to their base to survive the terrain. Therefore, this study examines the effect of Relationship Marketing on Performance in the Banking Industry, with a Case Study of some selected Bank branches of First Monument Bank Plc. Survey Method was used in the research and data for the study were drawn from primary and secondary sources. Method of data analysis were Correlation Coefficient and Likert Scale that was performed by using SPSS Software. The findings of the study revealed that Relationship Marketing has positive impact on the performance of the Banking Industry in Nigeria. The work revealed that most customers are not familiar with the Bank’s Products, customers are not satisfied with the way the bank handles complaints and they as well  do not have confidence in the bank’s investment advice. It is recommended that good promotion be run on new products by the Bank Management Staff of FCMB complaints. Also Relationship Marketing requires the involvement of everyone in the organization in other for it to succeed effectively.

TABLE OF CONTENTS

Chapter One

Introduction

1.1 Background of Study 1

1.2 Problem Statement 3

1.3 Objective of the Study 4

1.4 Research Question 5

1.5 Hypothesis Statement 5

1.6 Significance of Study 6

Chapter Two

Literature Review

2.1 Overview 7

2.2 Definition of Marketing and Relationship 

Marketing 10

2.3 Development of Relationship Marketing 12

2.4 Customer Retention 13

2.5 Customer Loyalty 14

2.6 Variables of Relationship Marketing 15

2.7 Scope of Relationship Marketing 16

2.8 The Basis for Effective Customer Relationship 18

2.9 Relationship Marketing Enhances Service Delivery 21

2.10 Customer Value Satisfaction as a Pre-requisite for

Relationship Marketing in Banking Industry 22

2.11 How Customer Relationship can be Strengthen 24

Chapter Three

Research Methodology

3.1 Study Area 27

3.2 Population and Sampling Technique 27

3.3 Method of Data Collection 28

3.4 Data Analysis 28

Chapter Four

Result and Discussion

4.1 Socio Economic Characteristics of Respondents 32

4.2 Based on the Relationship between the Customer

and the Bank 35

4.3 Year of Service 42

4.4 Five Year Financial Summary of the Bank 49

4.5 Determination of Level of Customer Satisfaction and

Its Relationship to Relationship Marketing 52

Chapter  Five

Summary, Conclusion and Recommendation

5.1 Summary 54

5.2 Conclusion 55

5.3 Recommendation 55

Reference

Appendix 1

Appendix 2