NGBAAWII Ledogo Waamene1 NWULU Chinyere Stella2 HARCOURT Horsfall3
1, 2, 3 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding emails: waamenengbaawii@yahoo.com; nwulu.chinyere@ust.edu.ng
Abstract
This study examined the relationship between customer-centric culture and marketing performance of deposit money banks in Nigeria. Marketing performance was measured using customer satisfaction and customer loyalty. The study adopted a survey research design. The population of study comprised 24 deposit money banks operating in Rivers State. The study adopted the entire population as its sample size.
5 respondents were drawn from each of 24 deposit money to provide data for the study. Structured questionnaire was used to collect the data. Pearson Product Moment Correlation served as test statistic, with the aid of statistical packages for social sciences (SPSS) version 23.0. The study found that customer-centric culture has very strong and strong relationship with customer satisfaction and customer loyalty respectively. The study concludes that customer-centric culture informs marketing performance of deposit money banks in Nigeria, and recommends that deposit money banks should define needs from customers’ point of view and customize their products to meet the unique needs of customers.
Keywords: customer centric culture, customer loyalty, customer satisfaction, marketing performance