THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR  CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA). A RESEARCH PROJECT MATERIAL ON MARKETING

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.

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. Relationship marketing has the aim of building mutually satisfying long Item relationship with key parties, customers, suppliers, distributors and other marketing partners in order to earn and retain their business. It builds strong economic, technical and social ties among the partners.

However, relationship marketing is a term which  is generally agreed, first appeared in the management literature in 1980s, it describes, however, a concept that is as old as  commerce  itself and that tends  to often practices albeit  unknowingly, within small to medium sized business. The concept of relationship marketing illustrated with the example of a small shopkeeper, who would know most customers by name, through regular contact. He or she would therefore talk to customers frequently, know about their likes and dislikes, and aware of special requirements particular customers may have such as for cream on Friday, for example. This direct knowledge enables shopkeeper to order stock, plan services and value on the basis of know customers requirements.

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THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR  CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA). A RESEARCH PROJECT MATERIAL ON MARKETING