Corporate Relationship Marketing in Developing Economies: Sustainability Tonic for Nigerian Banks

Abstract

Banking is fundamentally characterized by systemic dynamism and industrial
volatility. Forward moving practitioners, therefore, are not relenting in their
resolve to be more sensitive, appreciative and proactive in the market place.
This essentially challenges them to strategically leverage on contemporary
research outputs to blaze the trail in service innovation and overall
corporate profitability redefinition. This study critically showcases corporate
relationship marketing (CRM) as multi-auspicious and efficacious new
sensation to drive Nigerian banks to topmost heights with utmost
sustainability. This competition – friendly vantage pathway is conceptually
projected in this work as the relationship marketing – performance causality
(REMPEC) diagnostic connect.

Key Words: Bank profitability, Institutional sustainability, Nigerian
economy, Relationship Marketing