Abstract

This research question has been to examine the influence of relationship marketing in achieving competitive advantage in commr4cial banks. United bank for Africa (UBA) is the case study. The common view of the researcher is to prove that relationship marketing is necessary for any bank to be able to compete and survive in today’s market place. The objective of the research work is to find out if the banking industry is adopting relationship marketing, to ascertain the impact of relationship marketing in the practices of the banking industry and to find out its profitability in the banking industry after which the topic will be narrowed to the effect of relationship marketing in united bank for Africa (UBA) the researcher adapted a descriptive method of survey research. The sample method used is a stratified sampling method, which divided the company’s total population in to three different strata. Both primary and secondary source are used to obtain relevant information. The bank has a total population of 34 and sample size of 24 was drawn from the population with a respondent rate of  24 and 50 customers were also required to receive and answer questioners but only 41 were returned, Yaro yanni formula is used to determine the sample series. Data collection was analyzed using simple percentage technique. The major findings were summarized and we found out that relationship marketing in the bank is highly emphasized by the bankers, but since services cannot be provided exactly the same way to the same person at deferent time, so they are bound to be some in adequacies and unsatisfied customers. Finally, the researcher made some recommendations to the marketing management of the bank advising them to ensure continuous product and service innovation and that the bank should not waste time and resources on every customer as some customers are maintained at a loss, thus the bank should make use of their data base to select and focus their attention on those customers which are more profitable to the bank.

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