THE IMPACT OFCUSTOMER RELATIONSHIP MARKETING ON CUSTOMER RETENTION

Abstract Customer retention strategy has emerged as the most important phenomenon in organization. This project focus on the impact of customer relationship marketing on customer retention. Specific objectives were to: ascertain how trust in relationship marketing influence customer revisits intention; determine the relationship between bonding and customer retention; examine the effect of promise fulfillment on customer patronage; establish how empathy can improved customer retention. The study was conducted using Zenith Bank Osogbo as a case study. The research design adopted in this study was survey research method. The researcher selected a sample size of 100 respondents for this investigation. The researcher used purposive sampling technique to draw sample from the population. Up to date information was gathered from both primary and secondary sources to investigate this research work. The research instrument for the study was Questionnaire. The study found that: promise fulfillment has no significance effect customer patronage; there is no significance relationship between bonding and customer retention. The study therefore concluded that the importance of maintaining a good rapport with customers is evident in its direct correlation with customer satisfaction. It was therefore recommended that organisations should adopt appropriate customer retention strategies and ensure they are effective since they are less costly to ensure proper patronage and increased market share. Keywords: customer, relationship, marketing, customer, retention.