Influence of Relationship Marketing on Bank Customer Retention: A Study of United Bank for Africa, Plc, Enugu

Prisca Chiamaka Obioha and Odili Unoma Christabel
Additional contact information
Prisca Chiamaka Obioha: Imo State University, Imo State, Nigeria
Odili Unoma Christabel: Nnamdi Azikwe University Anambra State, Nigeria

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 2073-2092

Abstract: The banking industry in Nigeria faces increasing competition, making customer retention a critical success factor. Relationship marketing offers a strategic approach for building and sustaining profitable relationships with customers. This study explores how key relationship marketing variables like commitment, trust, communication, empathy, and responsiveness affect customer retention in United Bank for Africa (UBA), Enugu. A structured questionnaire was administered to 250 UBA customers using a convenience snowball sampling method. Data were analyzed with Pearson’s correlation in SPSS. Results revealed that all five variables significantly influenced customer retention, with responsiveness showing the strongest correlation. The findings suggest that Nigerian banks can improve retention by focusing on responsive service and trust-driven relationships

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-7/2073-2092.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... or-africa-plc-enugu/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-7:p:2073-2092

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().