ABSTRACT

The study examines the impact of relationship marketing on the performance of banking industry in Nigeria. There is virtually no service firm that does not engage in relationship marketing. This is usually adopted by service firms to enhance the performance of the perceived satisfaction, derivable from the service rendered by service organization. The research address the major problems associated within the adoption of relationship marketing by the service industry, which is the competition that has brought about loss of skilled manpower in the sector.The broad objective of the study is to evaluate the influence of relationship marketing on customer retention. While the specific objectives of the study are; to evaluate out the relationship between customer relationship marketing and customer retention in the Access Bank of Nigeria, to analyze how customers relationship marketing is practiced in the Access Bank of Nigeria and to examine how customer relationship marketing affects customers retention.Survey method was used in research and data. for the study were drawn from both primary and secondary sources. Simple percentage that is, descriptive analysis were used to analyse and test the validity of the hypothesis. The findings of the study revealed that relationship marketing has positive impact on the performance of the performance of the banking industry in Nigeria. The study recommends that adoption and management of relationship marketing requires the involvement of everyone in the organization in order for it to succeed. The implication of the study is that if bank (Access Bank PLC) can adhere strictly with practice of relationship marketing in the bank, their customer will like to continue with them and also will persuade their friends to do business with the hank, hut if they fail to adhere with the practice, there is every tendency that their customer may switch to other competing banks which may not speak good of them.