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