ENHANCING CUSTOMERS’ LOYALTY IN BANKS THROUGH CUSTOMER RELATIONS MANAGEMENT (A CASE STUDY OF SELECTED BANKS IN IKOT EKPENE)

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

1. Background of the Study     –       –       –       –       –       1-3
   1. Statement of the Problem            –       –       –       –       3
   1. Objectives of the Study       –       –       –       –       –       4
   1. Research Questions            –       –       –       –       –       4
   1. Significant of the Study       –       –       –       –       –       5
   1. Scope of the Study             –       –       –       –       –       6
   1. 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 METHDOLOGY

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

CHAPTER ONE

INTRODUCTION

1. BACKGROUND OF THE STUDY

Customer relationship management was early taken as common way from management researcher like Peter Drucker & Theodore Levitt in the 1960s (Venoos & Madadiyekta, 2008). In the middle 1980s customer relationship management ideology was develop in the marketing sector. Customer relationship management was introduced by Berry (1983), in order to keep the present customers of business. The last name stresses on multiple focus sides, importantly making relations with customers and business from the beginning, without keeping in mind the short term based gaining’s but to keep forever and trustful relations with all customers (Jayachandran, 2015).

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