Effects of Relationship Marketing on Customer Satisfaction of First Bank Nig PLC Services in Enugu Metropolis
Abstract
This study aimed to examine the effects of relationship marketing practices on customer satisfaction of First Bank Nig Plc in Enugu Metropolis. The specific objectives were to explore the effect of commitment, trust, and customer bonding in relationship marketing on the level of customer satisfaction in First Bank Nig Plc. The study adopted the descriptive design and survey method of data collection. The research used a sample size of 384 respondents who were chosen judgmentally. The research instrument was a Likert-scale questionnaire administered directly to the respondents at the bank premises. The formulated hypotheses which aligned with the specific objectives were tested using multiple regression analysis at a 5% level of significance. The results showed that commitment has a significant effect on customer satisfaction of First Bank Nig Plc in Enugu metropolis (β = 0.548; t = 5.881; p < 0.001). Trust has a significant effect on customer satisfaction of First Bank Nig Plc in Enugu (B = 0.325; t = 3.3353; p < 0.001). Customer bonding has a significant effect on customer satisfaction of First Bank Nig Plc in Enugu (B = 0.548; t = 5.881; p < 0.000). The study suggests that First Bank Nig Plc and other deposit money banks should establish and maintain a high degree of relationship with their consumers by implementing effective communication, providing excellent customer care, and offering personalised services.
How to Cite This Article
Arum Obumneme Matthew, Cajetan Obinna Ewuzie, Obasi Ikechi Agwu, Achi David Achi (2025). Effects of Relationship Marketing on Customer Satisfaction of First Bank Nig PLC Services in Enugu Metropolis . International Journal of Social Science Exceptional Research (IJSSER), 4(2), 43-51.