CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER SATISFACTION IN FIRST CITY MONUMENT BANK, UYO

The acknowledgment of customer relationship marketing as a fundamental component of business strategy, had become challenging in its implementation and effectiveness within the banking sector. The study was to examine Customer relationship marketing and customer satisfaction in First City Monument bank Uyo, to assess the effect of trust in increasing customer’s satisfaction in FCMB Uyo, To examine the effect of communication on customer’s satisfaction in FCMB Uyo. To examine the effects of employee’s competence on customer satisfaction in FCMB Uyo, the research design adopted was survey method, the instrument used was census method and the sample size was 44. the findings of the study shows that Trust reduces perceived risks associated with banking transactions, leading to a more positive customer experience, Reinforce the notion that communication is a critical component in developing positive customer relationships in the banking sector, the findings reveal a strong correlation between employee competence and customer satisfaction in FCMB Uyo, the following recommendation were suggested that FCMB should prioritize training programs to enhance staff competence; ensuring employees are equipped to effectively meet customer needs and build trust. This investment will empower employees to deliver high-quality service and foster a positive customer experience. FCMB should implement personalized communication strategies that strengthen relationships with customers, by utilizing feedback mechanisms, FCMB can continuously improve service quality and address customer concerns promptly, thereby increasing satisfaction. FCMB should utilize customer insights to refine marketing approaches and tailor services. Aligning with Greenberg’s principles will help FCMB create targeted marketing campaigns that resonate with customers, ultimately boosting satisfaction and loyalty.