RELATIONSHIP MARKETING AND CUSTOMER SATISFACTION: A STUDY OF ACCESS BANK PLC, OGOJA

ABSTRACT The main objective of this study was to examine the relationship between relationship marketing and customer satisfaction in Access bank Plc, Ogoja. The specific objectives were to examine the relationship berween trust building and customer satisfaction in Access bank Plc, Ogoja, to determine the relationship between effective communication and customer satisfaction in Access bank Plc, Ogoja, and to examine the relationship between customer care and customer satisfaction in Access bank Plc, Ogoja. The design used for the study is descriptive research design. The target population for this study comprised of 31 management and non-management employees of Access bank Plc. Ogoja. The study made used of the census survey sampling technique. To investigate the relationship between the dependent and independent variables, the Pearson product moment correlation (correlation coefficient) was used. The study found that there is a significant relationship between trust building and customer satisfaction in Access bank Plc, Ogoja. The study also revealed that there is a significant relationship between effective communication and customer satisfaction in Access bank Plc, Ogoja. It was further revealed that there is a significant relationship between customer care and customer satisfaction in Access bank Plc, Ogoja. It was recommended that the bank should strengthen their customer care capability by using trained service professionals to elicit and promptly resolve customers enquiries and complaints.