ABSTRACT
This study examined enhancing customers loyalty in banks through customer relations management, using selected banks in Ikot Ekpene as a case study. To accomplish the research objectives, the study adopted the survey research design while the convenience sampling technique was used to select fifty (50) respondents as sample size for the study. Instrument for the study was a self developed questionnaire forms which were personally administered. Data was analyzed using the descriptive statistics involving the use of sample percentages and frequency tables. The findings revealed that the extent to which customer relations management enhance customers loyalty include; improved customers retention, boosts sales, and more effective marketing efforts. Findings also revealed that the factors that hinder the adoption of customer relations management in the banking industry as a means of achieving customer’s loyalty are; lack of communication, lack of technology integration and cost. The study also revealed that the impacts of good customer relations management of the banking sector are; it organizes and analyze data in a way that is `understood, it identify and manage, lead, and anticipate customers’ need. Based on the findings, the study recommended that; banks should recruit staff with proven integrity and good conduct to guard against customer harassment and inconsistencies in service delivery, staff should be training and retraining through seminars and workshops to keep them updated on how to relate with their customers to attract needed loyalty.
TABLE OF CONTENTS
Pages
Title Page – – – – – – – – – i
Approval Page – – – – – – – ii
Certification – – – – – – – – iii
Dedication – – – – – – – – – iv
Acknowledgements – – – – – – v
Abstract – – – – – – – – – vi
List of Tables – – – – – – – viii
Table of Contents – – – – – – ix
CHAPTER ONE
INTRODUCTION
- Background of the Study – – – – – 1-3
- Statement of the Problem – – – – 3
- Objectives of the Study – – – – – 4
- Research Questions – – – – – 4
- Significant of the Study – – – – – 5
- Scope of the Study – – – – – 6
- Limitations of the Study – – – – – 6
Pages
CHAPTER TWO
REVIEW OF RELATED LITERTURE
2.1 Concept of Customer Relationship Management (CRM) 7-9
2.2 Loyalty and Profitability – – – – – 9-10
2.3 Impact of Customer Relation Management on
Banking Industry – – – – – – 10-12
2.4 Benefits of Adopting Customer Relation Management to
enhance Customer’s Loyalty in the Banking Sector – 13-15
2.5 Problems/Challenges of using Customer Relation
Management in the Banking Sector – – – – 16-18
2.6 Measures for achieving Customer’s Loyalty through
Customer’s Relation Management (CRM) – – – 18-20
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research Design – – – – – – – 21
3.2 Population of the Study – – – – – 22
3.3 Sample and Sampling Technique – – – – 22
3.4 Instrumentation – – – – – – 23
3.5 Method of Data Analysis – – – – – 23
3.6 Problems of Data Collection – – – – – 24
Pages
CHAPTER FOUR
DATA PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Analysis of Research Questions – – – – 25
4.1.1 Research Question One – – – – – 25-27
4.1.2 Research Question Two – – – – – 27-28
4.1.3 Research Question Three – – – – – 28-30
4.1.4 Research Question Four – – – – – 30-32
4.2 Discussion of Findings – – – – – – 32-34
CHAPTER FIVE
SUMMARY OF FINDINGS CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of Findings – – – – – 35
5.2 Conclusion – – – – – – – – 36-37
5.3 Recommendations – – – – – – 38
References
Appendices
