IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION: EVIDENCE FROM NIGERIAN BANKING INDUSTRY

This study examined the impact of relationship marketing on customer satisfaction Tin three customer most focused banks according to KPMG 2014 report. Primary data with the aid of a structured questionnaire was used to obtain information from respondents which constitute customers of Zenith Bank, Diamond Bank and GTBank within Ilorin metropolis. The data collected were analyzed using both descriptive such as frequencies, mean, standard deviation and inferential statistics of multiple regression analysis and Pearson Product Moment Correlation Coefficient (PPMCC) with the aid of STATA 11.0 computer statistical software. The findings revealed that relationship marketing practices has positive impact on customer satisfaction in the selected commercial banks. It was recommended that commercial banks should continuously maintain, sustain and improve their relationship marketing strategies and practices since it is an indispensable tool in achieving customer satisfaction and organization performance. This is even as all relevant stakeholders in the bank must be involved in implementing relationship marketing strategies