RELATIONSHIP MARKETING AND CUSTOMER SATISFACTION OF FIRST BANK NIGERIA PLC IN MAKURDI METROPOLIS OF BENUE STATE, NIGERIA

While bank services are becoming more widely available in Nigeria, the high rate of failure indicates that ineffective customer relationships are still prevalent. Such a disparity means that there is still a lot to think about how to build close customer relationships using the right relationship techniques. Consequently, this study examined the effect of relationship marketing on customer satisfaction of First Bank Nigeria Pic in Makurdi metropolis. The specific objectives were; to; assess the effect of organizational commitment and determine the effect of organizational bonding; on customer satisfaction of First Bank pic Makurdi. The study adopted survey research approach, using questionnaire for data generation. The data were analysed using descriptive and inferential statistics. Regression analysis was used to test the hypotheses. Findings of the study indicated that organizational commitment had significant/ positive effect on customer satisfaction and organizational bonding had significant/ positive effect on customer satisfaction. Based on the findings of the study, it was concluded that relationship marketing (organizational commitment and organizational bonding and organizational communication) can be considered an essential and viable strategy in satisfying customers in First bank (in terms of service quality, customer retention, customer loyalty, repeat service and service charge) as they have potentials for enhancing the customers satisfaction of the bank through creating an atmosphere that makes the bank to have competitive advantage over their competitors by being able to adjust their business process to customer needs. The study recommended amongst others that Management of deposit money banks, and First bank pic Makurdi in particular, should emphasize a more customer commitment focused structure that projects organizational commitment, as it will enhance service quality and thus customer satisfaction.