Effect of Relationship Marketing on Customer Satisfaction of Deposit Money Banks in Zaria- Nigeria

Abstract

Drawing on relationship marketing theory as one-dimensional construct, this study analyzes the direct relationships amongst communication, empathy, price, personalization and service quality on customer satisfaction. The current onslaught of the customer’s dissatisfaction and severe competition among banks and on business has become a matter of concern in recent times. It is to this end that the study investigates the effect of relationship marketing practice on customer satisfaction in selected Deposit Money Banks (DMBs) in Zaria-Nigeria. A descriptive quantitative research technique is employed. A random sample of 200 customers of seven deposit money banks operating in Zaria were used as the source of data.  A cross-sectional survey using a structured questionnaire was employed to gather data from customers of selected Banks. The findings revealed that relationship marketing had a direct and significant effect on customer satisfaction. This connotes that a better relationship with customers in the banking industry will yield positive result on customer satisfaction and loyalty, vice versa. It can therefore be concluded that relationship marketing has significant impact on customer satisfaction. The study recommends that bank managers to capture needs and expectations of customers through planning and designing strategies, should create continuous long-term relationships that recognizes the differences in the individual customer value orientation.