The impact of consumer relationship marketing on customer retention [a case study of gtb of Nigeria plc]

  • : Ms Word Format
  • : 78 Pages
  • : ₦3000
  • : 1-5 Chapters
  •  
  • Click to DOWNLOAD Materials
THE IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER RETENTION (A CASE STUDY OF GTB OF NIGERIA PLC)
Abstract
Due to the rapid expansion in
banks and the severe competition for customers’ retention,
banks have started using various marketing strategies to achieve their objectives. Customer
Relationship Marketing is one of the marketing strategies that may be used in this respect. The
study aim
s to investigate the impact of Customer Relationship Marketing on Customer
Satisfaction in Banking Industry in KSA
and Jordan. An e-mail questionnaire was designed and
sent to 500 hundred customers of Arab Bank in KSA
and Jordan, creating two sample pools of
respondents. A total of 151 of the collected questionnaires were valid. The study findings
show
medium to high degrees of positive attributes of the two samples toward
Customer
Relationship Marketing
dimensions (trust, commitment, communication, empathy, social
bonding and fulfilling promises) on customer satisfaction. The findings also indicate different
attitudes regarding the importance of
Customer Relationship Marketing
dimension between
the two samples. The findings also indicate different results
regarding the
impact of Customer
Relationship Marketing
on customer’s satisfaction due to gender, age and educational level.
Ultimately,
the study suggested that
Arab bank, whether in the study’s two selected countries,
or in other countries where it has b
ranches and operates from, should apply Customer
Relationship Marketing in order to maintain its market share in the market.
1.1 Introduction
Banks today are working in a highly
competitive and rapidly changing work environment. Top
bank management knows the importance of establishing strong relationships with customers
to ensure long-term profitability and sustainable core revenues.

Sharing is caring!

Leave a Reply

shares