Effect Of Relationship Marketing On The Marketing Performance Of Selected Banks In Abia State.:- Ogu Joy C
ABSTRACT
The study examined the effect
ofrelationship marketing on marketing performance ofthe selected banks in Abia
state, the main objective of the study is to evaluate the effect of
relationship marketing on the marketing performance of selected banks in Abia
state, objectives; to ascertain the effect of courtesy on corporate
profitability ofselected banks determine the effect of empathy on customer
retention of selected banks. The study adopted descriptive research design
copies of structured questionnaire were duly distributed to 105 respondent
using random sampling method, simple descriptive and inferential statistics
were used to analyze data. Findings shows that courtesy has positive
significant effect on corporate profitability of selected banks. Customer
empathy has significant effect on customer retention of selected banks. The
researcher recommended that banks must understand the importance of customer
relationship marketing in improving their customer base. They should also
realize that effective customer relationship marketing is a strategic tool to
increase customer base, hence a bank should ensure customer satisfaction at all
time.
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MICHAEL, U (2026). Effect Of Relationship Marketing On The Marketing Performance Of Selected Banks In Abia State.:- Ogu Joy C. Mouau.afribary.org: Retrieved Apr 29, 2026, from https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-the-marketing-performance-of-selected-banks-in-abia-state-ogu-joy-c-7-2
UNIVERSITY, MICHAEL. "Effect Of Relationship Marketing On The Marketing Performance Of Selected Banks In Abia State.:- Ogu Joy C" Mouau.afribary.org. Mouau.afribary.org, 29 Apr. 2026, https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-the-marketing-performance-of-selected-banks-in-abia-state-ogu-joy-c-7-2. Accessed 29 Apr. 2026.
UNIVERSITY, MICHAEL. "Effect Of Relationship Marketing On The Marketing Performance Of Selected Banks In Abia State.:- Ogu Joy C". Mouau.afribary.org, Mouau.afribary.org, 29 Apr. 2026. Web. 29 Apr. 2026. < https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-the-marketing-performance-of-selected-banks-in-abia-state-ogu-joy-c-7-2 >.
UNIVERSITY, MICHAEL. "Effect Of Relationship Marketing On The Marketing Performance Of Selected Banks In Abia State.:- Ogu Joy C" Mouau.afribary.org (2026). Accessed 29 Apr. 2026. https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-the-marketing-performance-of-selected-banks-in-abia-state-ogu-joy-c-7-2