Relationship Marketing and Customer Retention in Nigerian Banking: Evidence from First Bank, Eket Branch
DOI:
https://doi.org/10.51660/ridhs31396Keywords:
banking sector, customer retention, customer satisfaction, relationship marketingAbstract
Introduction: Relationship marketing has gained importance in the banking sector, where the competition is getting tougher day by day, so it plays a vital role in the satisfaction and retention of customers. The paper will discuss the effectiveness of the relationship marketing practice in First Bank of Nigeria, Eket branch. The aim is to examine the relationship between marketing strategies, customer satisfaction, and the relationship between customer satisfaction and customer retention. Methods: The survey design was descriptive, and structured questionnaires were used on the bank customers. The quantitative data was measured by descriptive statistics, correlation, and regression, while the qualitative data was measured based on customers perceptions and open-ended questions. Results: The findings reveal that the top three strategies are personalized services (25.8%), after-sales support (22%), and timely communication (18%). There was also good customer satisfaction with a mean score of 4.2, 68% of respondents reporting to be satisfied. A positive correlation was established between satisfaction and retention (r = 0.65, p < 0.01), and the regression analysis indicated that the relationship marketing had a significant impact on satisfaction (β = 0.58, p < 0.01). Qualitatively, customers emphasized the importance of personalization, responsiveness, and improved digital engagement. The outcome validates the role of relationship marketing in loyalty and competitive advantage in banking. Conclusions: The results of the research show that further refinements can be achieved by having enhanced digital engagement, loyalty programs, and feedback mechanisms. It is special because it balances quantitative and qualitative knowledge and uses a local Nigerian banking context to make informed, data-driven approaches.
Downloads
References
Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89. https://doi.org/10.1509/jmkg.65.1.71.18132 DOI: https://doi.org/10.1509/jmkg.65.1.71.18132
Anukwe, G. I., Anzor, E. C., & Chukwuka, I. M. (2025). The impact of social media marketing and customer engagement in South-East Nigeria. International Journal of Research and Innovation in Social Science, 9(10), 4006–4018. https://doi.org/10.47772/ijriss.2025.910000328 DOI: https://doi.org/10.47772/IJRISS.2025.910000328
Bataineh, A. Q., Al-Abdallah, G. M., Salhab, H. A., & Shoter, A. M. (2015). The effect of relationship marketing on customer retention in the Jordanian pharmaceutical sector. International Journal of Business and Management, 10(3), 117–131. https://doi.org/10.5539/ijbm.v10n3p117 DOI: https://doi.org/10.5539/ijbm.v10n3p117
Berry, L. L. (1995). Relationship marketing of services—Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236–245. https://doi.org/10.1177/009207039502300402 DOI: https://doi.org/10.1177/009207039502300402
Chakiso, C. B. (2015). The effect of relationship marketing on customers’ loyalty (Evidence from Zemen Bank). EMAJ Emerging Markets Journal, 5(2), 58–70. https://doi.org/10.5195/emaj.2015.84 DOI: https://doi.org/10.5195/emaj.2015.84
Dahiya, M., & Singh, M. (2024). Examining customer loyalty and retention as drivers of satisfaction in internet banking. International Journal of Scientific Research in Science Engineering and Technology, 11(3), 428–443. https://doi.org/10.32628/ijsrset24113152 DOI: https://doi.org/10.32628/IJSRSET24113152
Davis, S. (2016). The future of customer experience: Trends and innovations. Morgan Kaufmann.
Dele, O. (2024). Impact of digital marketing on customer acquisition in Nigeria. International Journal of Business Strategies, 10(2), 12–23. https://doi.org/10.47672/ijbs.2122 DOI: https://doi.org/10.47672/ijbs.2122
Dyer, J. H., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review, 23(4), 660–679. https://doi.org/10.5465/amr.1998.1255632 DOI: https://doi.org/10.2307/259056
Eze, S. C., Chinedu-Eze, V. C. A., Okike, C. K., & Bello, A. O. (2020). Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach. Humanities and Social Sciences Communications, 7(1). https://doi.org/10.1057/s41599-020-00580-1 DOI: https://doi.org/10.1057/s41599-020-00580-1
Faiz, F., Le, V., & Masli, E. K. (2024). Determinants of digital technology adoption in innovative SMEs. Journal of Innovation & Knowledge, 9(4), 100610. https://doi.org/10.1016/j.jik.2024.100610 DOI: https://doi.org/10.1016/j.jik.2024.100610
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21. https://doi.org/10.1177/002224299205600103 DOI: https://doi.org/10.1177/002224299205600103
Gonen, L. D., Tavor, T., & Spiegel, U. (2024). Unlocking market potential: Strategic consumer segmentation and dynamic pricing for balancing loyalty and deal seeking. Mathematics, 12(21), 3364. https://doi.org/10.3390/math12213364 DOI: https://doi.org/10.3390/math12213364
Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774 DOI: https://doi.org/10.1108/00251749410054774
Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Soto-Acosta, P. (2022). Customer relationship management and its impact on entrepreneurial marketing: A literature review. International Entrepreneurship and Management Journal, 20(2), 507–547. https://doi.org/10.1007/s11365-022-00800-x DOI: https://doi.org/10.1007/s11365-022-00800-x
Gummesson, E. (2002). Relationship marketing in the new economy. Journal of Relationship Marketing, 1(1), 37–57. https://doi.org/10.1300/J366v01n01_04 DOI: https://doi.org/10.1300/J366v01n01_04
Harrison, J. S., Hitt, M. A., Hoskisson, R. E., & Ireland, R. D. (2001). Resource complementarity in business combinations: Extending the logic to organizational alliances. Journal of Management Studies, 38(1), 47–74. https://doi.org/10.1111/1467-6486.00213 DOI: https://doi.org/10.1111/1467-6486.00213
Harrison-Walker, L. J. (2001). The measurement of service quality. Business Horizons, 44(3), 39–48. https://doi.org/10.1016/S0007-6813(01)80029-480029-4)
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1997). The service profit chain. Free Press.
Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1), 29. https://doi.org/10.1186/s13731-023-00270-7 DOI: https://doi.org/10.1186/s13731-023-00270-7
Inman, J. J., Winer, R. S., & Ferraro, R. (1997). The interplay between category and promotional effects: A market-level analysis. Marketing Science, 16(3), 113–129. https://doi.org/10.1287/mksc.16.3.113
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Harvard Business Review Press. DOI: https://doi.org/10.1509/jm.15.0414
Kumar, V., Leone, R. P., & McAlister, L. (2025). Enhancing customer engagement: Exploration and introduction to the special section. Journal of the Academy of Marketing Science, 53(4), 955–967. https://doi.org/10.1007/s11747-025-01113-5 DOI: https://doi.org/10.1007/s11747-025-01113-5
Madueke, C. J., & Eyupoglu, S. (2024). Sustaining economic growth: E-service quality’s role in fostering customer loyalty in Nigeria SMES. Sustainability, 16(21), 9175. https://doi.org/10.3390/su16219175 DOI: https://doi.org/10.3390/su16219175
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302 DOI: https://doi.org/10.1177/002224299405800302
Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: Evidence from a qualitative investigation. Italian Journal of Marketing. https://doi.org/10.1007/s43039-023-00063-6 DOI: https://doi.org/10.1007/s43039-023-00063-6
Payne, A., & Frow, P. (2005). A strategic framework for customer value management. Journal of Service Research, 7(3), 167–176. https://doi.org/10.1177/1094670504273211 DOI: https://doi.org/10.1509/jmkg.2005.69.4.167
Payne, A., & Frow, P. (2017). Relationship marketing: Looking backwards towards the future. Journal of Services Marketing, 31(1), 11–15. https://doi.org/10.1108/JSM-11-2016-0380 DOI: https://doi.org/10.1108/JSM-11-2016-0380
Peppers, D., & Rogers, M. (1997). Enterprise one to one. Doubleday. DOI: https://doi.org/10.1002/pf.41219971807
Peppers, D., & Rogers, M. (2011). Managing customer experience and relationships (2nd ed.). Wiley. DOI: https://doi.org/10.1002/9781118371510
Pine, B. J., & Gilmore, J. H. (1998). The experience economy. Harvard Business School Press.
Rehman, F. U., Zahid, H., Qayyum, A., & Jamil, R. A. (2025). Building relationship equity: Role of social media marketing activities, customer engagement, and relational benefits. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 223. https://doi.org/10.3390/jtaer20030223 DOI: https://doi.org/10.3390/jtaer20030223
Reichheld, F. F. (1996). The loyalty effect. Harvard Business School Press.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
Rootman, C., Tait, M., & Sharp, G. (2011). Relationship marketing and customer retention lessons for South African banks. Southern African Business Review, 15(3), 184–206.
Sharp, B., & Sharp, A. (1997). Brand loyalty and the marketing mix. Journal of Consumer Marketing, 14(3), 185–206. https://doi.org/10.1108/07363769710166722 DOI: https://doi.org/10.1016/S0167-8116(97)00022-0
Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255–271. https://doi.org/10.1177/009207039502300405 DOI: https://doi.org/10.1177/009207039502300405
Sheth, J. N., Parvatiyar, A., & Sinha, M. (2012). The conceptual foundations of relationship marketing: Review and synthesis. Economic Sociology: The European Electronic Newsletter, 13(3), 4–26.
Suraña‐Sánchez, C., & Aramendia‐Muneta, M. E. (2024). Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13027 DOI: https://doi.org/10.1111/ijcs.13027
Theocharis, D. (2025). Peer dynamics in digital marketing: How product type shapes the path to purchase among Gen Z consumers. Businesses, 5(3), 43. https://doi.org/10.3390/businesses5030043 DOI: https://doi.org/10.3390/businesses5030043
Udom, A. J. (2024a). Service quality and customer patronage of telecommunication products in Akwa Ibom State, Nigeria. Journal of Social and Economic Statistics, 13(1), 29–52. https://doi.org/10.2478/jses-2024-0003 DOI: https://doi.org/10.2478/jses-2024-0003
Udom, A. J. (2024b). Impact of marketing research on business performance: A case study of firms in Eket Metropolis, Akwa Ibom State. Journal of Forensic Accounting Profession, 4(2), 52–66. https://doi.org/10.2478/jfap-2024-0009 DOI: https://doi.org/10.2478/jfap-2024-0009
Udom, A. J. (2025). The impact of e-commerce growth on traditional retail marketing in Nigeria. Malaysian E Commerce Journal, 9(1), 01–10. https://doi.org/10.26480/mecj.01.2025.35.45 DOI: https://doi.org/10.26480/mecj.01.2025.35.45
Udom, A. J., & Ekpouko, J. C. (2024). Navigating success: The impact of social media strategies on small and medium-scale businesses in Ikot Ekpene, Akwa Ibom State, Nigeria. International Journal of Innovation in Marketing Elements, 4(1), 39–58. https://doi.org/10.59615/ijime.4.1.39 DOI: https://doi.org/10.59615/ijime.4.1.39
Villanueva, J., Bhardwaj, P., Balasubramanian, S., & Chen, Y. (2007). Customer relationship management in competitive environments: The positive implications of a short-term focus. Quantitative Marketing and Economics, 5(2), 99–129. https://doi.org/10.1007/s11129-007-9022-8 DOI: https://doi.org/10.1007/s11129-007-9022-8
Wang, X. (2024). Digital marketing strategies and consumer engagement: Unveiling TikToks e-commerce dynamics. Advances in Economics Management and Political Sciences, 103(1), 183–190. https://doi.org/10.54254/2754-1169/103/20242445 DOI: https://doi.org/10.54254/2754-1169/103/20242445
Wilkins, H., & Davis, B. (2012). Service experience management: A systematic approach for enhancing service quality management. Service Business, 6(2), 83–103. https://doi.org/10.1007/s11628-011-0135-4
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing (4th ed.). McGraw-Hill.
Zhengmeng, C., Malik, M., Hussain, M., & Hussain, S. (2024). Exploring customer retention dynamics: A comparative investigation of factors affecting customer retention in the banking sector using mediation-moderation approach. Heliyon, 10(19), e36919. https://doi.org/10.1016/j.heliyon.2024.e36919 DOI: https://doi.org/10.1016/j.heliyon.2024.e36919
Downloads
Published
Issue
Section
License
Copyright (c) 2026 International Journal of Human Development and Sustainability
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Articles are published under the terms of a licence that permits use, distribution and reproduction in any medium, provided that the original work is properly cited. Ed&TIC retains the proprietary rights to the published works and actively promotes the reuse of these works under the terms of the aforementioned licence, which encourages the dissemination of knowledge and collaboration in the academic community.
