THE IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER RETENTION (A CASE STUDY OF GTB OF NIGERIA PLC,)
Keywords:Customer Relationship, Trust, Bonding, Employees, Gt Bank, Customer Retention
This study examined the impact of customer relationship marketing on customer retention. This study focus on the banking industry in Asaba, but specifically on GTBANK primary data were gotten through the administration of structured questionnaire to both the staff and customer of GT BANK. A sample of 100 respondents was distributed but 70 questionnaire were eventually used. The sample percentage & chi-square statistical tool was employed to carefully analysis and test the hypothesis the findings revealed that promise. Fulfillment, trust and bonding have an impact on customer patronage, customer life-time the findings that customer relationship marketing has a positive effect on customer retention. It was recommended that, if the bank engage in customer relationship marketing strategies it will help to increase the number of customer retained.