Effect Of Relationship Marketing On Bank Performance: A Study Of Some Selected Banks In Abia State.

ABSTRACT

Building and maintaining a good relationship with the customer in the banks has attracted attention of management and scholars. This motivated the research to investigate the effect of relationship marketing in determining bank performance, using ECOBANIK as the case study. Specially, however, the study examined the socioeconomic characteristics of the bank customers and staff determine the effect of relationship closure, examine the impact of relationship marketing on customer patronage. The study adopted a sample size of 101 from 135 which was computed through yaro yaman's methods. The study made use of primary data collected through questionnaire which were later analyzed using simple percentage. Correlation model was adopted in testing the research hypotheses after the research, it was conducted that relationship marketing enhance not only customer satisfaction, but also corporate profitability in the long run. Thus, the researcher recommended that relationship marketing should be adopted in the banking sector.