ABSTRACT

The study examined the effect of customer relationship marketing on customer loyalty in Diamond and First Banks domiciled in South East Nigeria. The objectives of the study were to determine the effect of organizational communication on customer loyalty, to determine the effect of staff cooperation on customers loyalty, to ascertain the effect of duration of relationship on customer loyalty in Diamond and First Banks and to determine the effect of customer trust on customer loyalty in the aforementioned banks studied. Stratified random sampling was used for the study. The population of study was 72, 947 which was gathered using questionnaire and interview scheduled. More so, 399 respondents comprising customers and staff of the aforementioned banks were sampled. Data collected for the study were presented and analyzed using descriptive and inferential statistics like percentage, mean and multiple regression analysis. Formulated hypotheses were tested. Findings reviewed the following, there was significant relationship between organizational communication and customer loyalty, there was significant influence between duration of relationship and customer loyalty in the banks studied etc. The study recommended that there is need to maintain good customer data base, to enhance customer relationship and loyalty. It also recommended that these banks should adopt philosophy of customer orientation in order to identify the needs of customers and improvement should be made in building customers trust, also a program of total quality management (TQM) should be adopted to enhance more cooperation and duration of relationship between stakeholders in the organization and customers