CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER SATISFACTION IN NIGERIA BANKING INDUSTRY
TABLE OF CONTENT
CHAPTER ONE:  INTRODUCTION
Background to the Study -    -    -    -    -
Statement of the Research Problem-    -    -    -
Research Questions -    -    -    -    -    -
Objectives of the Study -    -    -    -    -    -
1.5 Research Hypotheses-    -    -    -    -    -
1.6 Scope of the Study-    -    -    -    -    -
1.7 Significance of the Study-    -    -    -    -    -    
1.8 Limitations of the Study -    -    -    -    -    -
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction-    -    -    -    -    -    --    
2.2 Concept of Customer satisfaction -    -    -    -    
2.3 Theories of Consumer’s Satisfaction -    -    -    -    
2.4 Antecedents of Customer Satisfaction -    -    -    -    
2.5 Concept of Customer relationship marketing -    -    -    
2.6 Theories of Customer Relationship Marketing -    -    -
2.7 Antecedents of Customer Relationship Marketing -    -
2.8 Customer Relationship Marketing and Customer Satisfaction -    -    
2.9 Empirical Review -    -    -    -    -    -    
2.10 Theoretical Framework -    -    -    -    -    -
CHAPTER THREE: METHODOLOGY
3.1 Introduction-    -    -    -    -    -    --
3.2  Research Design-    -    -    -    -    -    --    
3.3 The Population of the Study-    -    -    -    -    
3.4 Sample Size and Sampling Technique -    -    -    -
3.5 Operationalization and Measurement of Variables -    -    
3.6 Model Specification-    -    -    -    -    -    --
3.7 Sources of Data-    -    -    -    -    -    --
3.8 Data Collection Instrument and Validation-    -    -
3.9 Method of Data Analysis-    -    -    -    -    -
3.10    Limitations of the Methodology -    -    -    -
CHAPTER FOUR: DATA PRESENTATION AND ANALYSES
4.1 Introduction-    -    -    -    -    -        
4.2    Descriptive Statistics -    -    -    -    
4.3    Data Presentation and Analysis -    -    -    
4.4    Testing Hypotheses -    -    -    -    -
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1    Introduction -    -    -    -    -    -    
5.2    Summary -    -    -    -    -    -    
5.3    Contribution to Knowledge -    -    -    -    
5.4    Conclusion -    -    -    -    -    -    
5.5    Recommendations-    -    -    -    -    
5.6    Suggestions for further study -    -    -    
BIBLIOGRAPHY-    -    -    -    -    -    
APPENDIXI-    -    -    -    -    -    
APPENDIX II: -    -
LIST OF TABLES
Table 4.2.1: Response Rate. -    -    -    -    -    -    
Table 4.2.2: Demographic Information on Respondents. -    -    
Table 4.3.1: Customer Satisfaction. -    -    -    -    --    
Table 4.3.2: Trust. -    -    -    -    -    -    -    
Table 4.3.3: Commitment. -        -    -    -    
Table 4.3.4: Communication. -    -    -    -    -    
Table 4.3.5: Conflict Handling. -    --    --    -    -    -
Table 4.3.6: Competence. -    -    -    -    -    
Table 4.4.1: Pearson Correlation Coefficient. -    -    -    
Table 4.4.2: Regression Result for Customer Satisfaction -    -
ABSTRACT
This study examined customer relationship marketing and customer satisfaction in Nigerian banking industry. The study aimed at ascertaining if the antecedents of customer relationship marketing had a significant impact on customer satisfaction. The population of the study comprises customers of several banks located in the Ugbowo campus, Benin City, Edo State, Nigeria. This is a cross-sectional survey research design. A total of One hundred (100) questionnaires were administered to customers who had accounts with the banks listed in the questionnaire (First Bank, GTB, Wema, Fidelity Bank and Others) based on convenience sampling method. The total of 100 questionnaires administered were all completed and returned. This represents a response rate of 100 percent. The data obtained were coded and analyzed using means, standard deviation, and frequency distribution which were used for descriptive analyses while ordinary least squares (OLS) method was used to analyze the impact of customer relationship marketing antecedents on customer satisfaction.The findings of the study revealed that trust and competence were the only two antecedents of customer relationship marketing which had a significant impact on customer satisfaction, while commitment, communication, and conflict handling had no significant impact on customer satisfaction. Based on the findings, we recommended that banks improved on their relationship marketing efforts, enhancing trust and competence, as well as improving commitment, communication, and conflict handling capabilities in order to have a more satisfied customer base.
CHAPTER ONE
INTRODUCTION
1.1Background to the Study
The banking industry is of today highly competitive. The main products offered by banks are considered homogenous. It is thus becoming essential for banks to differentiate themselves from competitors by providing more in their product offering through long-term relationships with customers (Hefferman, O’’Neill, Travaglione, Droulers, 2008 as cited in Martin, Rajesh, Mame, samuel, Isaac, 2015). Customer relationship marketing is a much better means for bank to develop a unique and lasting relationship with their customers in today’s highly competitive global financial market (Martin et al., 2015). The banking industry is dependent on its customers, sustainability of operations is a requirement, and it can be attained by satisfying customers which can be done by forging lasting relationships with customers. By having good relations and adopting customer relationship marketing in their practice and strategies they thus have a better understanding of their customers’ needs. “Customer relationship marketing helps to foster customer loyalty and reduce cost” (Ndubisi, 2004).
The working environment where banks operate is posed with intense competition, and the work environment is constantly changing. Banks top management are becoming aware of the consequence of creating strong relationships with customers so as to ensure lasting profitability and sustainable core revenues. Marketing focus is thus moving towards customers. In the past fifteen years a drastic movement has happened in terms of the ways that industrial companies relate with their customers and suppliers. This change became present when companies realized that for them to have competitive advantage which was sustainable over time in the global economy, they had to become trusted participants in several networks(Morgan and Hunt, 1994 as cited in Abdullah, abdelmo, abdalelah, 2014).
This research therefore examines relationship marketing and customer satisfaction in Nigerian banking industry.
1.2     Statement of the Research Problem
Customer Relationship Marketing (CRM) is gradually replacing the traditional 4 P’s of marketing, which are price, product, place and promotion. Long-term relationship with customers is important in sustaining profitability over the long run, as well as securing competitive advantage over competitors and this can only be attained when Customer Satisfaction (CS) exists, a means of attaining CS is through CRM. The major problem of this study is therefore to know if the antecedents of CRM impacts customer satisfaction.
1.3    Research Questions
Does trust have a significant impact on customer satisfaction?
Does commitment have a significant impact on customer satisfaction?
Does communication have a significant impact on customer satisfaction?
Does conflict handling have any significant impact on customer satisfaction?
Does competence have any significant impact on customer satisfaction?
1.4    Objectives of the Study
This research explores customer relationship marketing and its impact on customer satisfaction in Nigeria banking industry. In this regard, the objectives of this study include:
To ascertainif trust have a significant impact on customer satisfaction
To ascertain if commitment have a significant impact on customer satisfaction.
To ascertain ifcommunication have a significant impact on customer satisfaction.
To ascertain if conflict handling have any significant impact on customer satisfaction.
To ascertain if competence have any significant impact on customer satisfaction.
1.5     Research Hypotheses
Therefore, this study proposes to test the following hypotheses:
 Trust has no significant impact on customer satisfaction.
 Commitment has no significant impact on customer satisfaction.    
 Communication has no significant impact on customer satisfaction.
 Conflict handling has no significant impact on customer satisfaction.
 Competence has no significant impact on customer satisfaction.
1.6    Scope of the Study
This Study focuses on the customer relationship marketing antecedents which impacts customer satisfaction in Nigerian Banking Industry. The banks studied here are First Bank, GTB,Wema Bank, Fidelity Bank, and others, the population for the study consisted of customers withinUgbowo campus, Edo State who had Accounts with such Banks.
1.7    Significance of the Study
The study will be of immense benefits to banks as well as other organisations in the service sector in Nigeria. The study will also be a source of secondary data for literature review and empirical review to other researchers who wish to conduct studies on related issues. It will again act as mainstream for satisfying customers and sustaining profitability over the long run.
1.8    Limitations of the Study
The research was restricted to selected banks in Nigeria that operate in Ugbowo campus only. The findings cannot automatically be generalized or construed due to the fact the customers who are mainly student operate mostly savings account. Small sample size was another limitation.

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