Nigerian Journal of Banking and Financial Issues (NJBFI)

EFFECT OF RELATIONSHIP MARKETING ON THE GROWTH OF DEPOSIT MONEY BANKS IN NIGERIA

Abstract

This study examined whether the application of customer relationship marketing in the deposit money banks has improved customer’s satisfaction, development and retention in Ekiti state, Nigeria or not. The population of the study was made up of bank marketers and customers in Ekiti state. The population being infinite, the study used Cochran’s equation of infinite population to determine 135 populations for the study. The questionnaire administered was presented analyzed five point likert’s scale and hypotheses formulated for the study were tested with the t-test statistical tool with aid of Statistical Package for Social Sciences (SPSS) version 20.0 software package. The study revealed that the application of customer relationship marketing has improved the customer’s satisfaction in deposit money banks. Also, that customer relationship marketing has improved on customer’s retention in the money deposit banks Based on this, the study recommended that the deposit money banks should ensure high quality service delivery in order to promote customer’s satisfaction and create effective customer relationships.