THE EFFECT OF CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER RETENTION – A CASE STUDY OF GUARANTY TRUST BANK PLC. BENIN-CITY

The research focuses on the effect of customer relationship marketing on customer retention with special reference to Guaranty Trust Bank Plc, Nigeria. The main objective of this research is to examine the effects of customer relationship marketing on customer retention.  The factors that were discussed in the literature review include; concept of marketing, concept of relationship marketing, types of relationship marketing, goals and strategies of relationship marketing, approaches to relationship marketing, relationship marketing and customer relationship management,  extent to which Effective CRM can lead to customer retention, the Effect of CRM on customer loyalty, competition in commercial banking. The previous study by other researchers helped to develop the hypotheses in this research project. With a sample size of 140, the respondents were randomly selected.  The self-administered questionnaire was designed and distributed through some assistants. The data was analyzed using percentage, bar chart and pie chart, while the hypotheses were tested using chi-square goodness of fit. The results shows that at the role of customer relationship management process in customer retention, ascertain effective customer relationship management strategies and determine the extent to which C.R.M can lead to customer retention in G.T.B