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EXAMINING THE EFFECT OF RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN ZENITH BANK BRANCHES, MAKURDI METROPOLIS

Chukwudi Ifeanyi Okoro·Maryam Amina Bello·Samuel Olumide Adedeji
Published 05 February 2025
Vol. 11, No. 3 (2023)
pp. 13-41
CC BY 4.0
  1. 1
    Chukwudi Ifeanyi Okoro
    Department of Accounting and Finance, College of Management Sciences, Joseph Sarwuan Tarkaa University, Makurdi, Benue State - Nigeria.
    NG
  2. 2
    Maryam Amina Bello
    Department of Accounting and Finance, College of Management Sciences, Joseph Sarwuan Tarkaa University, Makurdi, Benue State - Nigeria.
    NG
  3. 3
    Samuel Olumide Adedeji
    Department of Accounting and Finance, College of Management Sciences, Joseph Sarwuan Tarkaa University, Makurdi, Benue State - Nigeria.
    NG

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.

JournalJournal of Marketing and Digital Media
ISSN3065-0593
Volume / IssueVol. 11, No. 3 (2023)
Pages13-41
Published05 February 2025
Access Open Access
LicenseCC BY 4.0 — reuse with attribution
PublisherKeith Publications
Okoro, C., Bello, M., Adedeji, S. (2025). EXAMINING THE EFFECT OF RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN ZENITH BANK BRANCHES, MAKURDI METROPOLIS . Journal of Marketing and Digital Media, Vol. 11 No. 3, pp. 13-41

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