Published on December 2017 | Marketing

Influence of Relationship Marketing on Customer Satisfaction among Selected Banks in Ado-Ekiti Metro

This study examined the influence of relationship marketing is related to customer satisfaction among selected bank customers in Ado-Ekiti Metropolis. Four objectives were stated for the study. These objectives were targeted towards assessing the effect of trust, empathy, bonding reciprocity and customer satisfaction among bank customers in Ado-Ekiti Metropolis. Primary data were sourced through the use of a structured questionnaire on a carefully selected sample of 400 out of the 445,405 bank customers in Ado Ekiti metropolis as at December 2016 using stratified sampling techniques. Logit regressions were adopted to measure objectively. The study found that effect of empathy on customer satisfaction (β = -1.6953, z = - 7.09), have a negative and significant effect on customer satisfaction and effect on Customer satisfaction and the relationship between reciprocity and customer satisfaction (β = 2.1147, z = 8.38). The study concluded that that reciprocity of the banks treat their customers well and also looks out for the interest of their customers.