IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER’S LOYALTY (A STUDY GUARANTY TRUST BANK PLC
ASABA)
BY
FALANA TEMITOPE FMS/07/08/128823
DEPARTMENT OF BUSINESS ADMINISTRATION AND MARKETING, FACULTY OF MANAGEMENT SCIENCES,
DELTA STATE UNIVERSITY, ASABA CAMPUS.
NOVEMBER, 2011
IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER’S LOYALTY (A STUDY GUARANTY TRUST BANK PLC
ASABA)
BY
FALANA TEMITOPE FMS/07/08/128823
BEING A RESEARCH PROJECT PRESENTED TO THE FACULTY OF MANAGEMENT SCIENCES, DEPARTMENT OF BUSINESS
ADMINISTRATION AND MARKETING, DELTA STATE UNIVERSITY, ASABA CAMPUS.
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF A BACHELOR OF SCIENCE (B.SC) DEGREE IN BUSINESS ADMINISTRATION
NOVEMBER, 2011
DECLARATION
I declare that:
This project report titled “Impact of Customer Relationship
Management on Customer’s Loyalty” is based on a study undertaken
by me in the Department Of Business Administration and Marketing,
Delta State University, under the supervision of Mr. Emonena S.
Ekakitie.
This work has not been previously submitted for the award of
a degree elsewhere.
All ideas and views are product of my personal research and
the views of others have been duly acknowledged.
Student Name: _________________
Signature: ____________________
Date:_______________________
CERTIFICATION
This is to certify that this research study carried out by
FALANA TEMITOPE of the Department of Marketing of the Faculty of
Management Sciences is adequate in scope and content and
approved by the undersigned on behalf of the Delta State
University, Asaba Campus, Nigeria.
_______________________ ___________________ Mr. S.E Ekakitie Date Supervisor
_______________________ ___________________ Prof. John Ogbor Date Head of Department
_______________________ ___________________ Prof. P.I. Oseigbu Date Dean of Faculty
DEDICATION
This research work is dedicated to Almighty God in whose
infinite mercy protection, love, care and strength my dream is
accomplished.
ACKNOWLEDGMENT
I am most grateful to God Almighty whose infinite love, protection
and mercy is my abounding joy and sources of my inspiration in
completing all my undertaken throughout the duration of my
programme.
I am especially indebted to my supervisor Mr. S.E Ekakitie who
made great effort in supervising my work with his continued advise,
guidance, critic and on-time response this work would not have
reached fruition.
My inexpressible gratitude goes to my parent Mr. and Mrs.
L.O. Falana who want me to achieve knowledge, brought me up saw
me throughout my programme, I am grateful and delighted, there is
no amount of indebtedness to qualify all the love, relentless
support financially, morally and prayerfully to the success of my
programme.
My special thanks and sincere gratitude goes to my loving
siblings Shola, Riyike, Feyi Falana, who stood by me prayerfully.
My immense thanks to all the lecturers in my Department,
Prof. J. Ogbor, Dr. O.P.B Opia, Mr. R.T. Ajobo, Dr. A.P. Olannye,
Mr. Odukuye, Mr. Orhotowho, Dr. Okoro Boi, for the knowledge and
experiences I gained academically during the period of my academic
career in the university.
My success cannot be mention without those that their
mentorship contributed towards my advancement in life, Mrs.
Asuquo, Mrs. Odili, Mrs. Nweke, Pastor. Erihjakpo, Pastor Tobin
Kalada, Pastor Femi Aminu, Pastor Victor Olorunfemi, Sis. Tessy,
Bro. Lucky, Bro. Rockson, Bro. Ayo, Bro louis, Sis Funmi, syntyche
and Ayo faith.
I cannot forget the beautiful family of God Redeemed Xtian
Fellowship (RCF). It is a great priviledge to serve as President and I
will greatly miss you.
My appreciation goes to my friends Uzondu, Amaka, Nene, Charles,
Vivian, Edet Hope,Abigail, Sada Job, just to mention a few. My
Timothys Okelue Chinonso, Kegbe Efetobor, Utemerue Blessing,
Monye Ifeoma, Efe Sarah, Eni Jennifer, the Mokewnyis, Okpiliki Joy
my profound gratitude also goes to my childhood friends Penda
Brenda, Oki Toju, ochuko and udoka and to my dearest Odiase
Cynthia and Afamefune Jennifer.
My acknowledgment will not be complete without acknowledging
my senior partner the Holy Spirit.
ABSTRACT
This research work investigates the Impact of Customer Relationship Management on Customer’s Loyalty. The researcher used primary data through the administration of questionnaire to the customers of Guaranty Trust Bank Plc, Asaba. Research questions and hypothesis were postulated, tested and interpreted. Simple percentage was used in analyzing the bio-data and research question while multiple regressions were used in testing of hypothesis. However, it was discovered that customer satisfaction and relationship management has a great impact on customer’s loyalty. The researcher therefore recommends that in order to have more loyal customers, customer satisfaction and relationship management programmes should be adopted.
TABLE OF CONTENT
Pages
Title page
Declaration
Certification
Dedication
Acknowledgment
CHAPTER ONE
INTRODUCTION
1.1 Overview of the Study
1.2 Statement of Problem
1.3 Objectives of Study
1.4 Relevant Research Questions
1.5 Statement of Hypothesis
1.6 Significance of Study
1.7 Scope of Study
1.8 Limitations of Study
1.9 Definition of Terms
References
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Introduction
2.2 Historical Background
2.3. Customer Relationship Management
2.3.1 Goals of CRM
2.3.2 CRM process
2.4 Attraction, Satisfaction, Relationship Management
2.5 Customer’s Loyalty
2.5.1 Customer Loyalty Program
2.6 Customer Relationship Management System In
Banking/Financial Institutions
2.6.1 Nigerian Banking System
2.6.2 Historical Development Of Nigeria’s Banking System
2.7 Integrative Summary
References
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Population and sample size
3.4 Sampling Technique
3.5 Research Instrument
3.6 Validation of Instrument
3.7 Method of Data collection
3.8 Technique of Data analysis
CHAPTER FOUR
4.1 Introduction
4.2 Demographic characteristics Respondent
4.3 Regression Table
4.4 Test of Hypothesis
CHAPTER FIVE
5.1 Discussion of Findings
5.2 Conclusion
5.3 Recommendation
5.4 Future Research
BIBILOGRAPHY
APPENDIX