The main goal of every business is to create customers, since client satisfaction and trust will bring repeat purchases to the firm and thus improve the firm's organizational performance. Customers are extremely price-conscious, smarter, less forgiving, and with more demands.

The challenge therefore is to produce loyal and delighted customers such that if they are retained within the organisation, they turn out to be really profitable and eventually become ambassadors for the organisation. Many organisations are realizing that it might not be easy for the intangible aspects of a relationship to be duplicated by the competition, which therefore provides a unique competitive advantage.

There is a major problem with customer churn in Zenith Bank. The bank has "passion for customers" as one of its core values yet, this seems to be a thing of the mouth as staff of the organisation would not be overly bothered about customer satisfaction, loyalty and retention.

Relationships with customers are still at the transactional level and officers seem not to be in a hurry to take this to a relational level even in the face of a seemingly competitive banking industry. .