CUSTOMER RELATIONSHIP MANAGEMENT (CRM) STRATEGIES AND CUSTOMER SATISFACTION: A STUDY OF ZENITH BANK BRANCHES IN ENUGU METROPOLIS

IJEZIE, OBINNA EMMANUEL (2025) CUSTOMER RELATIONSHIP MANAGEMENT (CRM) STRATEGIES AND CUSTOMER SATISFACTION: A STUDY OF ZENITH BANK BRANCHES IN ENUGU METROPOLIS. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.

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Abstract

This paper presents a research into the role played by Customer Relationship Management (CRM) strategies, in customer satisfaction management within the Zenith Bank branches in Enugu Metropolis of Apart, Nigeria. As the research study is conducted on a descriptive survey design, there is a need to evaluate the effectiveness of practical application of elements related to CRM, like digital banking, personalized services, loyalty programs, and complaint resolving system. They got data of 222 customers by carrying out a stratified random sampling at major branches in Enugu. The results show that when, in addition to changing the actual level of customer satisfaction to a very high value, digital banking and custom services activate that change, there are still a number of gaps to be filled, especially awareness of loyalty programs and speed of complaint resolution. The customer experience is still marred by numerous operational delays such as sluggish transactions and uneven communication. The Relationship Marketing Theory and Service Quality Gaps Model are used in the study as guiding theories, the same considers building a long-term customer trust that requires the respective bank to close service delivery gaps. It is suggested that the in-house complaint reporting response can be enhanced, that customers ought to be more aware of loyalty rewards and that the reach of online services should be widened. With the timely alignments of the CRM strategies alongside the changing customer expectations, Zenith Bank will be in a position to enhance retention, and consequently develop a sustainable competitive advantage in a mutable Nigerian banking domain.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Arts > Faculty of Law > Faculty of Management and Social Sciences
Depositing User: HILARY OBIEKWE
Date Deposited: 17 Aug 2026 09:09
Last Modified: 17 Aug 2026 09:09
URI: http://eprints.gouni.edu.ng/id/eprint/6264

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