ABSTRACT

This research examines the effect of relationship marketing practice on bank performance. The objective is to ascertain the effect of relationship marketing practice in MOUAU micro-finance bank. The researcher used Taro Yahmen sample determination and primary data were adopted in getting the required information. In testing hypothesis probit regression analysis and correlation coefficient were used for they study data were obtained from 20 respondents of the marketing practice on bank performance. Based on findings, the researcher recommends that the implication of goods is moderately positive and direct relationship customer loyalty and market share. Also it can be concluded that the customer loyalty within the banking industry play a major role in improving the market share. 

TABLE OF CONTENTS

Title page                                                                              i  

Declaration                                                          ii                                                                                         

Certification                                                               iii

Dedication                                                                      iv

Acknowledgement                                                            v

Table of Content                                                                  vi

List of Tables                                                                            ix

List of Figures                                                                                                x

Abstract                                                                          xi                                                                                                

CHAPTER ONE

 1.0 INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problem 4

1.3 Objectives of the Study 5

1.4 Research Questions 6

1.5 Research Hypotheses 6

1.6 Significance of the Study 7

1.7 Scope of the Study 8

CHAPTER TWO

 2.0   REVIEW OF RELATED LITERATURE 9

2.1 Conceptual Framework 9 

2.1.1 The effects of relationship marketing on consumer satisfaction: 11

2.1.2 Essential measures of controlling consumers behavior 12

2.1.3 Benefits of Relationship Marketing to Bank 15

2.1.4 Relationship Quality 16

2.2 Theoretical Framework 16

2.2 Empirical Review 20

CHAPTER THREE

RESEARCH METHODOLOGY 24

3.1 Research Design 24

3.2 Area of the Study 24

3.3 Population of the Study 25

3.4 Sampling Size and Sample Procedure 25

3.5 Source of Data and Method of Data Collection 27

3.6 Validity of the Instrument 27

3.7 Reliability of the Instrument 27

3.8 Method of Data Analysis 27

3.9 Model Specification 28

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Extent of relationship marketing practices in MOUAU 

Micro Finance Bank 30

4.2 Extent to which marketing research influences the 

Profitability of MOUAU Micro Finance Bank 31

4.3 Effect of Customer Satisfaction on Profitability   32

4.4 Effect of Customer Retention on Return on Investment (ROI)       33

4.5 Relationship Between Customer Loyalty and Market Share 35

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS 38

5.1 Summary of finding 38

5.2 Conclusion 40 

Recommendations 41