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AN EVALUATION OF THE DEVELOPMENT AND MAINTENANCE OF GOOD CUSTOMER RELATIONS IN THE BANKING INDUSTRY IN NIGERIA: A CASE STUDY OF SAVANNAH BANK OF NIGERIA PLC
ABSTRACT
The customer is king is an old adage in the business world. In todays intensely
competitive environment there are a few, if any, issues of greater importance than
the issue of winning and retaining profitable customers through the building of
relationships that last.
The customer is central to every business. Every business organization implicitly
needs insight and practical advise on what it takes to win and keep customers. It is
therefore of serious concern that not many banks in the Nigerian economy have
caught this vision. Most banks stop at attracting customers while the more
important issue of retaining these customers is given little or no attention.
This study reviews a few authors= approaches to the subject of creating lasting
relationships with customers. An assessment of the Nigerian banking industry
reveals that Nigerian banks need to do a lot more to create sustainable
relationships with their customers.
Increasing educational qualifications is creating more awareness among the
Nigerian bank customers. This means that their expectations are high and complex.
A bank that desires to survive and grow must continuously create innovative ways
of meeting the ever changing needs of her customers. The key to success is TOTAL
CUSTOMER SATISFACTION WITH A FOCUS ON RELATIONSHIP.
The result of customer focus initiatives are very clear – loyal customers, loyal
employees, good corporate image, greater profitability and increased earnings.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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