IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 3 2024
DOI: 10.56201/ijmcs.v8.no3.2024.pg65.91

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Effect of Relationship Management on Customer Satisfaction in Zenith Bank Branches of Makurdi Metropolis

Owen Eno-Obong Nya, Mike Terkuma Soomiyol, Toryila C. Kpochi

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Abstract

This study examined the effect of customer relationship management on customer satisfaction of selected Deposit Money Banks in Makurdi Metropolis. The survey research design was adopted for the study. A likert-type questionnaire was the main instrument used in data collection. A total of 399 questionnaires were administered to the participants of the study and 395 of these questionnaires were completed and returned. The study employed descriptive statistics like simple percentages and tables to present and analyze the responses from the returned questionnaires. Multiple regression technique was further adopted in the analysis of data and test of hypotheses. The test of research hypotheses at 5% level of significance revealed that complaint handling, technology adoption, Trust and quality service delivery has a significant effect on customer satisfaction in selected Deposit Money Banks in Makurdi Metropolis. The study recommended amongst others the need for management of selected banks within Makurdi metropolis to improve their strategies adopted in handling complaints emanating from their customers to achieve better customer satisfaction. Technologies like ATM, mobile and internet banking should be adopted and maintained to help improve customer satisfaction and thus decrease customer loss in the banking industry.

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