RELATIONSHIP MARKETING IN MAINSTREAM BANK PLC AN EVALUATION

RELATIONSHIP MARKETING IN MAINSTREAM BANK PLC AN EVALUATION

ABSTRACT

        This project work was an attempt to investigate the relationship marketing in mainstream bank plc Enugu.

The objectives were:

1.   To determine the impact of relationship marketing in banking industry.

2.   To evaluate the level of relationship that exist between the bank with their customers.

3.   To identify those problems that may hinder the success of relationship marketing in banking industry.

Based on the objectives of the study, three hypothesis were formulated. Questionnaires and personal interviews were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected. Based on the analysis, the following findings were made.

1.   It is discovered by the researcher that advance in technology help to facilitate relationship marketing in the banking industry.

2.   The researcher also discovered that network failure is a serious interference to relationship marketing communication flow.

The researcher therefore made the following recommendations;

1.   In respect to relationship marketing, the researcher recommend for provision of adequate information to customers at the right time.

2.   The bank management should embark on proper supervision so as to monitor the activities of their staff at every point in time.

TABLE OF CONTENTS

Title page

Abstract

CHAPTER ONE

1.1        Background of the study

1.2        Statement of the problem

1.3        Objectives of the study

1.4        Scope of the study

1.5        Research questions

1.6        Significance of the study

1.7        Definition of terms

CHAPTER TWO

2.1        An overview of relationship marketing

2.2        Steps in establishing relationship marketing programmes

2.3        When to use relationship marketing

2.4        Reasons for inter organizational relationship

2.5        Types of organizational relationship

2.6        Developing effective relationship between organization

2.7        Relation management guidelines

2.8         Putting relationship marketing into practice

2.9        Implementation of relationship marketing through loyalty marketing

CHAPTER THREE

3.1        Source of data

3.2        Population of the study

3.3        Research instrument used

3.4        Method of data treatment and analysis

3.5        Validation of research instrument

3.6        Reliability of research instrument

3.7        Questionnaire administration and response rate

3.8        Limitation of the study

CHAPTER FOUR

4.1    presentation and analysis of data

4.2    Test of hypothesis

CHAPTER FIVE

5.1    Summary  of findings

5.2    Recommendations

5.3    Conclusion

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

According to Kotler P. (2010:215), Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. He then define relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.

RELATIONSHIP MARKETING IN MAINSTREAM BANK PLC AN EVALUATION