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

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  • Prisca Chiamaka Obioha

    (Imo State University, Imo State, Nigeria)

  • Odili Unoma Christabel

    (Nnamdi Azikwe University Anambra State, Nigeria)

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

Suggested Citation

  • Prisca Chiamaka Obioha & Odili Unoma Christabel, 2025. "Influence of Relationship Marketing on Bank Customer Retention: A Study of United Bank for Africa, Plc, Enugu," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(7), pages 2073-2092, July.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-7:p:2073-2092
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