Influence of Customer Relations on Bank Customers’ Loyalty in Delta State (Published)
This study examined the influence of customer relations on customers’ loyalty in Abraka, Delta State. The study focused on the effect of personalised emails, proactive customer engagement and customer loyalty programme on customers’ loyalty in banks, Delta State. Three research questions and three hypotheses were raised to guide the study. The study adopted cross-sectional research design with a sample size of 384customers of the banks. Questionnaire was used to generate data. The study adopted Mean and Standard deviation (descriptive statistical tools) to answer the research questions, while Chi-square (x2) was used to test the hypotheses at a significant level of 0.05. The findings of the study showed that, personalised emails, proactive customer engagement and customer loyalty programme do significantly improve banks customers’ loyalty. It was concluded that customer relations activities such as personalised emails, proactive customer engagement and customer loyalty programme, increases open rates; leads to higher click-through rates, conversions, improves overall engagement, foster a sense of connection and appreciation, leading to increased customer loyalty and retention, creates a more personal and meaningful connection with customers, builds stronger relationship, gives room for healthy and happy customers and enable quick responses on customers issues. It was recommended among others that managers and business owners should tailor communications to individual customers based on their data, preferences, and behaviours to create more relevant and engaging customers’ experiences.
Keywords: Conversion, Customer Relations, Customer loyalty, Public Relations, communication, proactive customer, publics