The Relationship Marketing On Customers Patronage Of Diamond Bank Plc, Nnewi

ABSTRACTThe competitive nature of our capitalist economy has obviously necessitated the application of certain techniques by banks in a bid to sustain customer patronage, remain in business and outwit competitors. Herein lies the substance of relationship as a communication, marketing and public relations technique aimed at sustaining customers’ patronage. On this note therefore, this study among others, examines the influence of relationship marketing in customers ’ patronage of banks with focus on DIAMOND bank Nnewi branch. For the purpose of this study, the survey research design was used t…