IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION ( A CASE STUDY OF MONIEPOINT SOKOTO)

This study examines the impact of relationship marketing on customer satisfaction at Moniepoint’s Sokoto Branch, a financial services provider in Nigeria. Using a sample of 200 customers, the research explores how relationship marketing strategies trust, commitment, communication, and service quality influence customer satisfaction. The research aims to identify areas for improvement in customer retention and service quality. The study utilized both quantitative and qualitative data collection methods, including questionnaires and interviews with 200 respondents. Findings indicate that Moniepoint. Awareness of relationship marketing initiatives is high, with 53.33% of customers aware of such programs. However, challenges persist in long-term retention and staff empowerment, as only 6.67% of customers have banked for years, and some staff-customer interactions were lacking. The study concludes that while Moniepoint s relationship marketing initiatives positively influence customer satisfaction, there is room for improvement in staff responsiveness, service delivery, and customer engagement. Recommendations include enhancing customer retention strategies, addressing fee concerns, and improving staff empowerment to drive higher satisfaction and reduce churn.