Key Features:
- No of Pages: 116
- No of Chapters: 05
Introduction:
Abstract
This research work review extensively the meaning of Relationship Marketing and its role as a tool for customer satisfaction and profitability by using Intercontinental Bank Plc Aba, as a case study. This study was carried out to reveal the extent at which the relationship marketing can help the bank satisfy their customers and to maximize profit. It tries to research out the need for the application of relationship marketing in solving some problems in banking sector and also recommendations where necessary. The major purpose for this study is to find out the effective impact of relationship marketing in achieving customer satisfaction and profitability. This has been achieved through an effective and efficient research design, proper data collection method an analysis use in this work and various findings and recommendations.
Table of Content
Chapter one: Introduction
1.1 Background of the study
1.1.1 Profile of the study
1.2 Statement of the study
1.3 Objectives of the study
1.4 Major research questions
1.5 Research Hypothesis
1.6 Significance of the study
1.7 Scope and limitation of the study
1.8 Definition of terms
Chapter two: Review of related Literature
2.0 Introduction
2.1 Various definition of Relationship marketing
2.2 Objectives of Relationship Marketing
2.3 The Evolutional Relationship
2.4 Operational Difference Relationship
Marketing an Transactional marketing
2.5 Factors that give rise to increasing shift
Towards Relationship Marketing
2.6 Customer is a king
2.7 Tips to delivering excellent customer service
2.8 Relationship marketing and strategic Alliance
2.9 The distinguish the levels of Relationship
Marketing in practice.
2.10 Relationship marketing in practice.
2.11 Relationship marketing and Marketing Mix
2.12 Relationship marketing in service
2.13 Building customer Relationships
2.14 Capturing value from customer
2.15 Customer database and database marketing
Chapter three: Research Methodology
3.1 The deign of the study
3.2 The are of the study
3.3 Population of the study
3.4 Sample and sampling techniques
3.5 Method of data collection Instrument
3.6 Method of data analysis and presentation
Chapter four: Presentation and analysis of data
4.1 Presentation of data in accordance with research
question and analysis of data
4.2 Testing of Hypothesis
4.3 Discussion of findings.
Chapter five: Summary, conclusion and recommendation
5.1 Re-statement of the problem
5.2 Summary of the study
5.3 Conclusion96
5.4 Recommendations
5.5 Suggestions for further studies
References
Appendix 1
Appendix II
Introduction
1.1 BACKGROUND OF THE STUDY
Relationship marketing is one of the aspects of newly developed philosophy in marketing, which is Holistic marketing. It holds the fact that “everything matters with marketing and that a broad, integrated perspective is often necessary, Increasing a key goal of marketing is to develop deep, enduring relationship with all people or organization that could directly attract the success of the firms marketing activities. Relationship marketing has the aim of building mutually satisfying long Item relationship with key parties, customers, suppliers, distributors and other marketing partners in order to earn and retain their business. It builds strong economic, technical and social ties among the partners.
However, relationship marketing is a term which is generally agreed, first appeared in the management literature in 1980s, it describes, however, a concept that is as old as commerce itself and that tends to often practices albeit unknowingly, within small to medium sized business. The concept of relationship marketing illustrated with the example of a small shopkeeper, who would know most customers by name, through regular contact. He or she would therefore talk to customers frequently, know about their likes and dislikes, and aware of special requirements particular customers may have such as for cream on Friday, for example. This direct knowledge enables shopkeeper to order stock, plan services and value on the basis of know customers requirements.
Moreover, customers are important they have the ultimate choice when it comes to buying products and services and their requirements must be satisfied. Customers are “Kings”, they determine the existence of the marketers. When this is forgotten, one will lose his or her customers base. Customers needs are prime importance both to themselves and to the prospective suppliers if they have a training problem they will seek help from the providers of the financial services concerned. They will look for a speedy and effective response. If they do not get the kind quality and services, they are entitled to, they will vote with their feet and will not return and do not expect any recommendations. But when customers receive a courteous, efficient and effective financial service, they come back for more and recommend your products and services to contact.
In the financial sector especially banks, the concept of customers relations arises from indirect financing with intermediaries accumulating surplus funds from surplus spending units and intending to lend them out to deficit spending units. This legally creates “banker customer relations” as that of a debtor and creator.
In essence, relationship marketing involves knowing about your customers, encouraging two-way communication with them, and seeking to create a mutually beneficial relationship with them where appropriate. The aim of relationship marketing is to convert am individual or organization with initial interest purchasing goods and services into a loyal customers and the focus is as much on relating existing customers as on bringing in new ones.
However, when customers are satisfied, they become unpaid agents and in return there will be profit maximization. Relationship marketing includes all marketing and efforts deigned by the banks to satisfy the needs of the customers profitable. That is why the slogan of intercontinental Bank is “Happy Customer, Happy Bank”.
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