Effect Of Relationship Marketing Practice On Bank Performance (A Study Of Mouau Microfinance Bank)

ABSTRACT

This research examines the effect of relationship marketing practice on bank performance. The objective is to ascertain the effect of relationship marketing practice in MOUAU micro-finance bank. The researcher used Taro Yahmen sample determination and primary data were adopted in getting the required information. In testing hypothesis probit regression analysis and correlation coefficient were used for they study data were obtained from 20 respondents of the marketing practice on bank performance. Based on findings, the researcher recommends that the implication of goods is moderately positive and direct relationship customer loyalty and market share. Also it can be concluded that the customer loyalty within the banking industry play a major role in improving the market share. 

TABLE OF CONTENTS

Title page                                                                              ﾿ i  

Declaration                                                          ﾿ ii                                                                                         

Certification ﾿                                                               ﾿ iii

Dedication                                                                      ﾿ iv

Acknowledgement                                                            ﾿ v ﾿

Table of Content                                                                  ﾿ vi

List of Tables                                                                            ﾿ ix

List of Figures                                                                                                x

Abstract                                                                          ﾿ xi                                                                                                

CHAPTER ONE

 1.0 INTRODUCTION ﾿ 1

1.1 ﾿ Background of the Study ﾿ 1

1.2 Statement of the Problem ﾿ 4

1.3 Objectives of the Study ﾿ 5

1.4 Research Questions ﾿ 6

1.5 Research Hypotheses ﾿ 6

1.6 Significance of the Study ﾿ 7

1.7 Scope of the Study ﾿ 8

CHAPTER TWO

 2.0   REVIEW OF RELATED LITERATURE ﾿ 9

2.1 Conceptual Framework ﾿ 9 

2.1.1 The effects of relationship marketing on consumer satisfaction: ﾿ 11

2.1.2 Essential measures of controlling consumers behavior ﾿ 12

2.1.3 Benefits of Relationship Marketing to Bank ﾿ ﾿ 15

2.1.4 Relationship Quality ﾿ ﾿ 16

2.2 Theoretical Framework ﾿ 16

2.2 Empirical Review ﾿ 20

CHAPTER THREE

RESEARCH METHODOLOGY ﾿ 24

3.1 Research Design ﾿ 24

3.2 Area of the Study ﾿ 24

3.3 Population of the Study ﾿ 25

3.4 Sampling Size and Sample Procedure ﾿ 25

3.5 Source of Data and Method of Data Collection ﾿ 27

3.6 Validity of the Instrument ﾿ 27

3.7 Reliability of the Instrument ﾿ 27

3.8 Method of Data Analysis ﾿ 27

3.9 Model Specification ﾿ 28

CHAPTER FOUR ﾿

PRESENTATION AND ANALYSIS OF DATA

4.1 Extent of relationship marketing practices in MOUAU 

Micro Finance Bank ﾿ 30

4.2 Extent to which marketing research influences the 

Profitability of MOUAU Micro Finance Bank ﾿ 31

4.3 Effect of Customer Satisfaction on Profitability ﾿   ﾿ 32

4.4 Effect of Customer Retention on Return on Investment (ROI) ﾿       ﾿ 33

4.5 Relationship Between Customer Loyalty and Market Share ﾿ 35

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS ﾿ 38

5.1 Summary of finding ﾿ 38

5.2 Conclusion ﾿ 40 

Recommendations ﾿ 41