Bank-Customer Relationship and Performance of Selected DMBs in Imo State, Nigeria

Abstract

The concern of this study was to empirically investigate the relationship between bank -customer relationship marketing and performance of selected money deposit banks in Imo State, Nigeria. Emphasis was on determining the extent to which relationship identification, establishment, maintenance, enhancement, modification and termination have impacted on deposit money banks returns on equity and assets in Nigeria while adopting stakeholders’ theory of relationship marketing. Data for the study were primarily sourced using structured research questionnaires. These generated data were quantified using 5-point likert scale of strongly agreed, agreed, neutral, disagreed and strongly disagreed. These generated data were analyzed using Ordinary Least Square (OLS) multiple regression technique. The analyses covered demographic analysis, descriptive analysis, correlation analysis, regression analysis, F-test, t-test, R2 -test and diagnostic tests. SPSS statistical software was used to carry out these analyses. Specifically, results from these robust analyses revealed that identification, establishment, maintenance, enhancement, modification and termination of bank-customer relationship have positive and significant impacts on deposit money banks’ return on equity (ROE); relationship identification, establishment, maintenance and modification also have positive significant effects on return on assets (ROA) of deposit money banks in Nigeria; relationship enhancement has a negative insignificant impact on the ROA of deposit money banks in the country; the impact of relationship termination is positive but insignificant; and these measures of identification, establishment, maintenance, enhancement, modification and termination have joint significant impacts of 93.4% and 79.1% on ROE and ROA of deposit money banks in Nigeria. Hence, there is need for high level of professionalism in the recruitment process of bank staff in this part of the world, as the corner