EVALUATION OF CUSTOMER SERVICE AND RELATIONSHIP MARKETING IN THE BANKING INDUSTRY (A CASE STUDY OF FIST BANK NIGERIA LTD ENUGU)

EVALUATION OF CUSTOMER SERVICE AND RELATIONSHIP MARKETING IN THE BANKING INDUSTRY (A CASE STUDY OF FIST BANK NIGERIA LTD ENUGU)

ABSTRACT

            This research work is to examine “Evaluation of Customer Service and relationship marketing in the banking industry with reference to first Bank Nig. Ltd Enugu was carried out to evaluate the relationship marketing of banking industry in Enugu metropolis. This study has the following objectives:      To find out whether the practice of customer relationship marketing by first bank Nigeria Ltd increases customers patronage of their services.       To find out whether customer relationship marketing practice of first bank Nigeria Ltd lead to long-term relationship between the management and customers. To solve the research problem, both primary and secondary data were collected the research instruments used in collecting the data were questionnaire and oral interviews. The population of the study comprised the relevant management and staff and customers of first bank. The sample size was determined using bourley’s formular for customers and census was used for relevant management and staff.

In organizing and presenting data collected tables, percentages and frequencies were used. From that data collected, the researcher made some findings, among which are:  The practice of customer relationship marketing by first bank Nigeria Plc leads to long-term relationship with their customers.      The trained and motivated employees to improve customers service and relationship. Based on these findings, the research recommended that:        For the productivity of the bank, the banking industry should train and motivate their employees to take good care of their customers to increase their customers service and relationship. It is the research opinion that if these recommendations are judiciously implemented, the customers of first bank will not only be satisfied but also increased patronage.

TABLE OF CONTENTS

CHAPTER ONE

Introduction

1.1       Background of the Study

1.2       Statement of the Problem

1.3       Objectives of the Study

1.4       Formulations of hypotheses/Research questions

1.5       Significance of the Study

1.6       Scope / Delimitation of Study

1.7       Definition of Terms

CHAPTER TWO

Literature Review

2.1       An Overview of Marketing

2.2       Marketing Mix – an Overview

2.3       What is Customer Service

2.4       Components of relationship marketing

2.5       The role of Customer Service Delivery in Business

2.6       Customer Relationship Marketing for Service Delivery

2.7       The Role of Customer Service Delivery in Banking Industry

CHAPTER THREE

Research Methodology

3.1       Sources of data

3.2       Population of the Study

3.3       Sample Size Determination

3.4       Sampling Techniques

3.5       Research instruments Used

3.6       Valuation of Research Instrument Used

3.7       Questionnaire Allocation and Administration

3.8       Method of data analysis

3.9       Limitation of the Study

CHAPTER FOUR

Presentation, Analysis and Interpretation of Data

4.1       Presentation and Analysis of Data

4.2       Test of Hypothesis

CHAPTER FIVE

Discussion of Finding, Recommendation and Conclusion

5.1       Summary of Findings

5.2       Recommendations

5.3       Conclusion

            Bibliography

            Appendix

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Banks need their own marketing strategies at attract a large market share and earn good will through maintaining mutual understanding and creating good relationship which is important for the survival of the organization. In other to attract, maintain and retain customers, there is need for banks to practice relationship marketing.

EVALUATION OF CUSTOMER SERVICE AND RELATIONSHIP MARKETING IN THE BANKING INDUSTRY (A CASE STUDY OF FIST BANK NIGERIA LTD ENUGU)