ENHANCING CLIENT FULFILLMENT IN NIGERIA’S FINANCIAL INDUSTRY THROUGH RELATIONSHIP MARKETING

The study examined relationship marketing and how it enhances client fulfillment in Nigeria’s financial industry. Descriptive survey research design was used for the study. Three research questions guided the study. The population of the study comprised of staff and customers of four (4) Access Bank Plc branches in Illorin, Kwara State of Nigeria. The entire staff population of 73, which was determined through the personnel unit of the various branches, was used in the study, 134 customers were determined through Cochran’s sample size formula which gave a total sample size of 207 for the study. Data collected for the study were presented using simple descriptive statistics such as tables, percentages and frequencies. Pearson moment correlation was used to test hypothesis in the study through SPSS software version 25.0. The research further revealed through correlation coefficient model that relationship marketing and customer satisfaction are significantly and positively correlated. The researchers recommended that Access Bank Plc Illorin, Kwara State should ensure customer satisfaction at all time. They should guide against any action or service disruptions that can create dissatisfaction among the customers. The bank managers must seek additional ways to sustain the already built customer relationships and satisfaction. Building strong customer satisfaction can induce customer referrals which will help such banks gain competitive advantages over competitors in the long-run.