THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA)
ABSTRACT
This research work review extensively the meaning of Relationship Marketing and its role as a tool for customer satisfaction and profitability by using Intercontinental Bank Plc Aba, as a case study. This study was carried out to reveal the extent at which the relationship marketing can help the bank satisfy their customers and to maximize profit. It tries to research out the need for the application of relationship marketing in solving some problems in banking sector and also recommendations where necessary. The major purpose for this study is to find out the effective impact of relationship marketing in achieving customer satisfaction and profitability. This has been achieved through an effective and efficient research design, proper data collection method an analysis use in this work and various findings and recommendations.
TABLE OF CONTENTS
Chapter one: Introduction
1.1 Background of the study
1.1.1 Profile of the study
1.2 Statement of the study
1.3 Objectives of the study
1.4 Major research questions
1.5 Research Hypothesis
1.6 Significance of the study
1.7 Scope and limitation of the study
1.8 Definition of terms
Chapter two: Review of related Literature
2.0 Introduction
2.1 Various definition of Relationship marketing
2.2 Objectives of Relationship Marketing
2.3 The Evolutional Relationship
2.4 Operational Difference Relationship
Marketing an Transactional marketing
2.5 Factors that give rise to increasing shift
Towards Relationship Marketing
2.6 Customer is a king
2.7 Tips to delivering excellent customer service
2.8 Relationship marketing and strategic Alliance
2.9 The distinguish the levels of Relationship
Marketing in practice.
2.10 Relationship marketing in practice.
2.11 Relationship marketing and Marketing Mix
2.12 Relationship marketing in service
2.13 Building customer Relationships
2.14 Capturing value from customer
2.15 Customer database and database marketing
Chapter three: Research Methodology
3.1 The deign of the study
3.2 The are of the study
3.3 Population of the study
3.4 Sample and sampling techniques
3.5 Method of data collection Instrument
3.6 Method of data analysis and presentation
Chapter four: Presentation and analysis of data
4.1 Presentation of data in accordance with research
question and analysis of data
4.2 Testing of Hypothesis
4.3 Discussion of findings.
Chapter five: Summary, conclusion and recommendation
5.1 Re-statement of the problem
5.2 Summary of the study
5.3 Conclusion96
5.4 Recommendations
5.5 Suggestions for further studies
References
Appendix 1
Appendix II
LIST OF TABLES
4.1.1 Do you agree with me that relationship marketing is the process of creating, maintaining and enhancing strong and valued relationship with customers?
4.1.2 Does relationship marketing contribute to profit actualization.
4.1.3 Does your bank apply relationship marketing in their operation?
4.1.4 Has relationship marketing anything to do with customer satisfaction?
4.1.5 Do your customers get motivated through the application of relationship marketing?
4.1.6 Does the application of relationship marketing lead yto profitability
4.1.7 Is the company’s profit the best way to measure customer’s satisfaction?
4.1.8 Continuous patronage is an indicator that the company’s performance meeting customers satisfaction and needs
4.1.9 Do the organization achieve their set goal through relationship marketing?
4.1.10 Does the operationalization of the relationship marketing ensure organizational profitability.
4.11 Is the cost of implementating the relationship marketing in right proportion to the reward or benefit of the company?
4.12 Does the application of relationship marketing lead to customner satisfaction?
4.13 Every customer is considered as an individual person
4.14 The customer’s Value are recognized through relationship marketing
4.15 Does the application of relationship marketing lead to customer loyalty?
4.16 Relationship marketing increase customer patronage
4.17 Relationship marketing emphases high customer service orientation.
4.18 Do your bank practice maintenance marketing?
4.19 Does your company use technology in rendering services?
4.20 If yes, doe it contributes towards practicing relationship marketing?
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Relationship marketing is one of the aspects of newly developed philosophy in marketing, which is Holistic marketing. It holds the fact that “everything matters with marketing and that a broad, integrated perspective is often necessary, Increasing a key goal of marketing is to develop deep, enduring relationship with all people or organization that could directly attract the success of the firms marketing activities.
