The Impact of Relationship Marketing on Customer Satisfaction: A Case Study of Access Bank Zambia

Abstract

This study investigates the impact of relationship marketing strategies on customer satisfaction within Access Bank Zambia. Adopting a mixed-methods approach, the research integrated quantitative data from structured surveys and qualitative insights from open-ended responses to address three objectives: Assessing customer satisfaction with relationship marketing strategies; Exploring customer perceptions; and measuring the impact of these strategies on satisfaction. Data analysis employed descriptive statistics, regression models, and thematic analysis. Key findings reveal that Personalized Banking Services and Communication Strategies are the strongest contributors to customer satisfaction, while Digital Banking Initiatives and Loyalty Programs show satisfactory but moderate performance, indicating areas for enhancement. The results underscore the significance of trust and commitment in building lasting customer relationships, aligning with the Commitment-Trust Theory and Customer Relationship Management (CRM) Theory. The study also highlights the importance of complaint resolution and future banking commitment as drivers of satisfaction, reinforcing the role of proactive customer engagement. Recommendations include enhancing digital platforms, redesigning loyalty programs for greater impact, and fostering integrated marketing strategies to optimize customer experiences. Despite its contributions, the study acknowledges limitations, such as a relatively small sample size and geographic focus, which suggests opportunities for broader, longitudinal studies. These findings provide actionable insights for Access Bank Zambia and contribute to the theoretical and practical discourse on relationship marketing in emerging markets. Key Words: Relationship Marketing Strategies, Customer Satisfaction, Commitment, Trust Theory, Zambia Banking Sector