Customer Relationship Marketing and Performance of Deposit Money Banks in Nigeria
This study determined whether the application of customer relationship marketing in the deposit money banks has improved or not on customer’s satisfaction, development and retention in Anambra state, Nigeria. The population of the study made up of bank marketers and customers in Anambra state. The population being infinite, the study used Cochran’s equation of infinite population to determine 135 populations for the study. Questionnaires were 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 on customer’s satisfaction, in the money deposit 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 deliver high customer satisfaction through the provision of high quality service delivery in order to create effective customer relationship.
Marketing, Performance, Nigerian Banking Sector and customer’s satisfaction
Moses Chigbata Olise | Isaac Amaobi Anukam | Otugo Nkiru Esther