The Impact of Relationship Management on Customer Loyalty in the Banking Sector: A Case Study of POSB

The purpose of the study was to investigate how relationship management affected customer loyalty in Zimbabwe's banking industry using POSB as a case study. The study was specifically designed to investigate how strategy affects POSB affinity, how technology affects POSB customer satisfaction, and how people affect POSB customer attachment. The study also aimed to ascertain how organizational procedures affected POSB's ability to foster trust. To generalize the findings and apply them outside of the context in which the study was conducted, the study used a combination of quantitative and qualitative research methods. Data from the respondents were gathered via structured surveys and interviews. Version 29 of the Statistical Package for Social Sciences (SPSS) was used to compile, code, and enter the gathered data. The researcher distributed questionnaires to 330 clients. A total of 323 completed questionnaires were returned, indicating a 97.87% overall response rate. The study found that many clients believed that POSB informed them of the precise time when services would be rendered. The study also found a strong positive correlation between affinity and strategy, shown by Pearson's product moment correlation coefficient (r) = 0.766. The study also revealed a moderately positive association between people and attachment, as indicated by Pearson's product moment correlation coefficient (r) = 0.679. It can be inferred that consumers' perceptions of a brand are influenced by its promotion of a sense of brand belonging and customer attachment. The study also found a significant positive correlation between technology and satisfaction, as indicated by the Pearson's product moment correlation coefficient (r) = 0.718. Lastly, the study found a strong positive relationship between trust and organizational processes, as indicated by the Pearson's product moment correlation coefficient (r) = 0.823. The study concluded that strategy reduces brand switching and boosts consumer affinity and sales. The study also concluded that technology increases customer satisfaction, educates consumers about new brands in the market, and encourages brand competitiveness. The study also concluded that organizational processes foster a sense of brand belonging, enhance brand image, and build customer trust.