Impact Of Customer Relationship Marketing On Bank Growth In Abia State. (A Study Of Uba & Zenith Bank)

ABSTRACT

 Relationship marketing was first desired in a form of relationship marketing development for direct response marketing campaigns which emphasis customer’s retention and satisfaction rather dominate focus on sales transactions. It is using in the banking industry her become imperative. Against this back drop that this research work aimed at assessing the impact with UBA and Zenith bank Plc as case study. A dummy regression technique was used to analyze the data of this research, the result showed that if the bank employ customer relationship marketing, there will be about 25% increase in sales volume, 7% increase in share growth and average increment of 22% in SV, SG and profitability (P<0.01) and (P<0.05). Customer Relationship Marketing to should be sustained and enhanced by the banks to ensure growth.    

TABLE OF CONTENTS 

Title page                                                                                      i

Declaration                                                                                    ii

Certification    ﾿ iii  

Dedication    ﾿ iv                                                                                                         

Acknowledgement  ﾿ v                                                                                           

Table of content                                                                            vii                     

List of tables                                                                                                       

Abstract                                                                                                                 

CHAPTER ONE

INTRODUCTION

1.1     Background To The Study ﾿ 1

1.2    Statement of Problem. ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 3

1.4 ﾿ Research Questions ﾿ 3

1.5 ﾿ Research Hypotheses ﾿ 4

1.6 ﾿ Significance of the Study ﾿ 4

 1.7 ﾿ Scope of the Study ﾿ 5

1.8 ﾿ Operational Definition of Terms ﾿ 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE ﾿ 8

2.1 ﾿ The Nature and Meaning of Marketing ﾿ 8

2.2 ﾿ Theories and Models ﾿ 10

2.2.1 ﾿   ﾿ Customer Relationship Marketing  Theory ﾿ 10

2.2.2 ﾿ ﾿ Components of Customer Relationship Marketing. ﾿ 13

2.3 ﾿          Quality and Service Delivery:- ﾿ 13

2.3.1 ﾿ ﾿ Moral dependency and interaction

2.3.2 ﾿     Long Term Relationship Between the Bank and 

     the Key Partners ﾿ 15

2.3.3 ﾿ ﾿ Customer Retention ﾿ 16

2.3.4 ﾿ Customer Examined ﾿ 18 ﾿

2.4 ﾿ ﾿ Customer Relationship Marketing in the Banking Sector ﾿

2.5 ﾿ Conceptual Framework ﾿ 20

2.5.1 ﾿ Impact of Customer Relationship Marketing on the Banking 

Sector ﾿ 20

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 22

3.2 ﾿ Area of the Study ﾿ 23

3.3 ﾿ Population of the Study ﾿ 24

3.4 ﾿ Sample Size and Sampling Techniques ﾿ 25

3.5 ﾿ Method of Data Collection ﾿ 26

3.6 ﾿ Method of Data Analysis ﾿ 27

3.6.1 ﾿ Regression Analysis ﾿ 27

3.7 ﾿ T-test Distribution ﾿ 28

CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION

4.1 ﾿ Socio Economic Characteristics ﾿ 29

4.2 ﾿ Impact of Customer Relationship Marketing on Bank Growth ﾿ 34

4.3 ﾿ Justification of Research Objectives and Research Questions ﾿ 37

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 ﾿ Summary ﾿ 39

5.2 ﾿ Conclusion ﾿ 39

5.3   Recommendation                                                                   40

        Reference          ﾿ 41

Appendix I                                                                            47

Appendix II                                                                           48