An Examination of the Impact of Relationship Marketing on Customer Patronage and Retention

Sylvia Sinkari Sam

Abstract

The study will attempt to examine the Relationship Marketing practices of Zenith bank with the view to assessing their impact on the operations of the Bank in the areas of profit margin, competiveness in the industry, customer satisfaction, and product mix among others. The study is also to examine the impact of Relationship Marketing practices of Zenith bank on customer patronage and retention within the banking industry in Ghana so as to make appropriate recommendations where necessary. The spate of competition is such that industry players ought to map out strategies to retain customers. How does Zenith Bank improve upon its service delivery systems to delight customers? What level of service charges will attract customers to the Bank? How adequate are staff trained to match their “opponents” within the industry? What strategies are in place towards building the capacity of customers? These are relationship marketing issues that the study intends to examine.

Keywords: Relationship Marketing, Customer Patronage and Retention

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