ABSTRACT

 Relationship marketing was first desired in a form of relationship marketing development for direct response marketing campaigns which emphasis customer’s retention and satisfaction rather dominate focus on sales transactions. It is using in the banking industry her become imperative. Against this back drop that this research work aimed at assessing the impact with UBA and Zenith bank Plc as case study. A dummy regression technique was used to analyze the data of this research, the result showed that if the bank employ customer relationship marketing, there will be about 25% increase in sales volume, 7% increase in share growth and average increment of 22% in SV, SG and profitability (P<0.01) and (P<0.05). Customer Relationship Marketing to should be sustained and enhanced by the banks to ensure growth.    

TABLE OF CONTENTS 

Title page                                                                                      i

Declaration                                                                                    ii

Certification    iii  

Dedication    iv                                                                              Acknowledgement  v                                                                              Table of content                                                                            vii                     

List of tables                                                                                                       

Abstract                                                                                                                 

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study 1

1.2    Statement of Problem. 2

1.3 Objectives of the Study 3

1.4 Research Questions 3

1.5 Research Hypotheses 4

1.6 Significance of the Study 4

 1.7 Scope of the Study 5

1.8 Operational Definition of Terms 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE 8

2.1 The Nature and Meaning of Marketing 8

2.2 Theories and Models 10

2.2.1   Customer Relationship Marketing  Theory 10

2.3.2 Components of Customer Relationship Marketing. 13

2.3          Quality and Service Delivery:- 13

2.3.1 Moral dependency and interaction

2.3.2     Long Term Relationship Between the Bank and 

     the Key Partners 15

2.3.3 Customer Retention 16

2.3.4 Customer Examined 18

2.4 Customer Relationship Marketing in the Banking Sector

2.5 Conceptual Framework 20

2.5.1 Impact of Customer Relationship Marketing on the Banking 

Sector 20

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 22

3.2 Area of the Study 23

3.3 Population of the Study 24

3.4 Sample Size and Sampling Techniques 25

3.5 Method of Data Collection 26

3.6 Method of Data Analysis 27

3.6.1 Regression Analysis 27

3.7 T-test Distribution 28

CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION

4.1 Socio Economic Characteristics 29

4.2 Impact of Customer Relationship Marketing on Bank Growth 34

4.3 Justification of Research Objectives and Research Questions 37

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary 39

5.2 Conclusion 39

 Bibliography 40

Appendix