ABSTRACT

 The study focused on ascertaining the determinants of customer's satisfaction and patronage in selected money deposit banks in Umuahia, Abia State, Nigeria. As such, specific objectives like; to ascertain the relationship between relationship marketing and customer patronage; to access the relationship between staff competence (quality) and customer patronage; to identify the relationship between ATMs service delivery and customer patronage and lastly to ascertain the relationship between promptness in service delivery and customer patronage. In order to generate relevant data that will aid the actualization of the above stated objectives, the researcher drafted and distributed 400 copies of questionnaire. The responses generated were analyzed using simple descriptive statistics such as tables, frequency and percentage; and inferential statistical tools like regression analytical tool. In the course of analyzing the generated data, the following findings were discovered; that relationship marketing has a significant relationship with customer patronage, there is a significant relationship between staff quality or competence and customer patronage, there is no positive relationship between ATM service delivery and customer patronage and that there is a positive relationship between promptness in service delivery and customer patronage. Based on the findings, the following recommendations were made to improve the level of service rendered by money deposit banks; banks should try to win customers confidence by providing promptness in service delivery to justify the benefits of electronic banking, bank should also employ quality staff (competence) to enhance services, bank should ensure good connectivity and power base that will enable them serve customers Jaster and more conveniently, adequate training should be given to bank staffs on the area of customer service management and relationship marketing and lastly adequate awareness should be created on ATM service delivery to customers.