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.
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BARTHOLOMEW, J (2021). Effect Of Relationship Marketing On Bank Performance: A Study Of Some Selected Banks In Abia State. . Repository.mouau.edu.ng: Retrieved Dec 26, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-bank-performance-a-study-of-some-selected-banks-in-abia-state-7-2
JOHN.O, BARTHOLOMEW. "Effect Of Relationship Marketing On Bank Performance: A Study Of Some Selected Banks In Abia State. " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 27 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-bank-performance-a-study-of-some-selected-banks-in-abia-state-7-2. Accessed 26 Dec. 2024.
JOHN.O, BARTHOLOMEW. "Effect Of Relationship Marketing On Bank Performance: A Study Of Some Selected Banks In Abia State. ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 27 Jul. 2021. Web. 26 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-bank-performance-a-study-of-some-selected-banks-in-abia-state-7-2 >.
JOHN.O, BARTHOLOMEW. "Effect Of Relationship Marketing On Bank Performance: A Study Of Some Selected Banks In Abia State. " Repository.mouau.edu.ng (2021). Accessed 26 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-bank-performance-a-study-of-some-selected-banks-in-abia-state-7-2