EFFECT OF RELATIONSHIP MARKETING ON MARKET SHARE IN THE BANKING INDUSTRY (A CASE STUDY OF ZENITH BANK PLC, ABA)
Abstract
ABSTRACT
This study is aimed at analyzing and appraising the "Effect of Relationship Marketing on Market Shares in Banking Industry". It established and ascertained the impact of relationship marketing on cooperate market share. The researcher adopted descriptive research which involves mainly the use of questionnaire in data collection. Population of the study was 180, out of which a sample of 124 was drawn. Chi-square was used to test stated hypotheses. It was observed that there is remarkable different between relationship marketing and cooperate turnover which has enhance a higher rate of turnover and it has effect on organizational market share. It was recommended that organization should strive to adopt the concept as to retain customers on long term basis and to get sufficient market share.
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