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
TABLE OF CONTENTS
Background of the Study
Statement of the Problem
Objectives of the Study
Formulations of hypotheses/Research questions
Significance of the Study
Scope / Delimitation of Study
Definition of Terms
An Overview of Marketing
Marketing Mix – an Overview
What is Customer Service
Components of relationship marketing
The role of Customer Service Delivery in Business
Customer Relationship Marketing for Service Delivery
The Role of Customer Service Delivery in Banking Industry
Sources of data
Population of the Study
Sample Size Determination
Research instruments Used
Valuation of Research Instrument Used
Questionnaire Allocation and Administration
Method of data analysis
Limitation of the Study
Presentation, Analysis and Interpretation of Data
Presentation and Analysis of Data
4.2 Test of Hypothesis
Discussion of Finding, Recommendation and
5.1 Summary of Findings
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.
Kotler (2003:13) sees relationship marketing as having the aim of
building mutually satisfying long term relations with key parties customers
suppliers and distributors in order to earn and retain their business.
Organization accomplish this aim by promising and delivery high quality
products and services at a fair prices to other parties overtime. It builds
strong economic, technical and societies among the parties. It cuts down on
transaction cost and time.
Banks should adopt agile management concept that focuses on the
need to constantly and promptly meet the demands of the customers motivated by
the spirits of enterprise and creativity in handing the needs and requirement
of the customers.
To this effect, marketing in banks has been on the increase to
create favourable image in the face of the customers, sustain and build
concrete relationship for a respect and repeat patronage.
Customer relationship marketing according to Kotler (2009:52)
Enables company’s to provide excellent neat time customer service by developing
relationship with each valued customer through the effective use of individual
account information. Based on what they know about each customer, companies can
customize market offerings, services programs massages and media.
Customers relationship marketing holds that the major key of
company profitability is the aggregate value of the company’s customers base.
One can say that if a company understands and practices
relationship marketing, and sustains same with effective Customer Relationship
Marketing (C.R.M) the company will not only have a larger share of their
purchases, but also customers efficiently and effectively. (Adirika 2006:257).
He further noted that customer attraction relations and
maintenance should go hand in glove with customers identification as the
multiple barreled approach of keeping life-long beneficial relationships with
customers. They are basically entertained with proper integration and well
coordinated head to a synergy this includes Banks.
It is as a result of the importance of customer relationship in
attracting, retaining and maintaining customers that the research appraises the
customer relationship marketing practice of first Bank Ltd Enugu.
STATEMENT OF THE PROBLEM
The success and failure of any organization depend largely on the relationship
that exist between the customers, stockholders, government, employees, community,
distributors, suppliers and others. A favourable relationship with the
customers will creates confidence and productivity in an organization.
There has been a lot of compromise in banks due to lack of trained staff, poor
quality service which do not give their customers optimal time and service
The most unfortunate thing is the delay in service delivery. The long process
which a customer undergoes before being attended to has become complex and
rigorous. Some management and staff are sometimes nonchalantly in their
attitudes towards customers.
The unappealing thing arises from lackadaisical attitude of the service
providers towards their customers, discrimination of income level, Banks have
not fully embrace the principle of customer relationship marketing (CRM) to
satisfied the customers beyond the activities of the competitors.
This ill treatment has resulted to dissatisfaction by banks; first bank Ltd is
not an exception. This study tries to find out how relationship marketing can
used to improve the performance of first Bank Plc.
OBJECTIVES OF THE STUDY
The objectives of this study are:
1. To determine
the extent to which first bank Plc practice customer relationship marketing.
2. To determine if
customer relationship practice of first bank Plc reduces the rate of customer
3. To find out
whether the practice of customer relationship marketing in first bank Plc
increases customer’s patronage of their services.
4. To find out
whether customer relationship marketing practice of first bank Plc leads to
long-time relationship between the management and customers.
5. To determine if
customer relationship marketing as practiced by first bank Plc is satisfaction
to their customers.
6. To determine
the impact of the practice of customer relationship marketing on profitability
of first bank Plc.
7. To make
appropriate recommendations on how to practice customer relationship marketing
by first bank Plc.
FORMULATION OF HYPOTHESES
study has the following hypotheses
Ho1: The practice of customer relationship
marketing by first bank Plc does not leads to long-term relationship with their
H:1: The practice of customer relationship
marketing by first bank Plc leads to long-term relationship with their
Ho2: The practice of relationship marketing by
first bank Plc does not leads to increase patronage by their customers.
H:2: The practice of customer relationship
marketing by first bank Plc leads to increase patronage by their customers.
Ho3: The practice of customers relationship
marketing by first bank Plc does not impact positive on the organizational
H:3: The practice of customers
relationship marketing by first bank Plc impact positively on the
SIGNIFICANCE OF THE STUDY
This study is significant in many respects.
Firstly it will enable the first bank Plc to understand the
practice of customer relationship marketing for improve performance. This is
because it will provide them useful information that will enable them have full
knowledge of their customers, where they live and why they patronize them.
Secondly, it will enable them to not only satisfy their customers but also to
delight their customers.
Finally consumers of first bank Plc will be better served, if the findings of
this study are judiciously put into practice or utilization.
This study will also be of beneficial to both the researcher and
the reader, as the study will provide an in-depth knowledge and understanding
in the area, which could stir up further study.
SCOPE OF THE STUDY
This study concentrates on evaluation of customer services and relationship
marketing in banking industry with a particular reference on first bank Nig.
However it is hoped that what ever happened in Enugu metropolis
can equally be applied in all banking services in Nigeria.
DEFINITIONS OF TERMS
the function of management which has to do within placing and systematically
identifying, anticipating and satisfying consumers needs and wants profitably.
CUSTOMER RELATIONSHIP: This
is the process of managing detailed information about individual customers and
carefully managing all customers touch point to maximize customer loyalty
MARKETING CONCEPT: The
key task of the organization is to determine the needs and values of a forget
market and to adopt the organization to delivering the desired satisfactions
more effectively and efficiently than its competitors (Kotler 2003:7).
is intangible products that do not have physical form and they includes legal
services, teaching and banking among others (Nebo 2004:225)
TERMS AND CONDITIONS APPLY
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