International Journal of Economics, Commerce and Management United Kingdom Vol. IV, Issue 2, February 2016 Licensed under Creative Common Page 698 http://ijecm.co.uk/ ISSN 2348 0386 IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION: A CASE STUDY OF THE UNDERGRADUATE STUDENTS IN A PRIVATE UNIVERSITY, OYO STATE, NIGERIA Bolanle Odunlami Ibojo Lecturer, Business Administration Department, Faculty of Social and Management Sciences Ajayi Crowther University, Oyo, Nigeria odunibojo@gmail.com; bo.ibojo@acu.edu.ng Emmanuel Olaniyi Dunmade Lecturer, Business Administration Department, Federal University of Technology Akure (FUTA), Nigeria niyidunmade@yahoo.co.uk Abstract This study examines the impact of relationship marketing on customer satisfaction, using undergraduate students in a private university, Oyo State Nigeria as a case study. The objectives are: to determine the impact of relationship marketing on customer satisfaction, to examine the rate at which trust affect customer satisfaction, and to investigate the effect of competence and long term relationship on customer satisfaction. Primary and secondary sources were used. The use of questionnaire was employed to gather necessary and relevant data from the respondents. Data was analyzed using inferential and descriptive statistics. Hypotheses were tested using pearson correlation and multiple regression analysis. The result of the findings shows that a 1% shift in relationship marketing will result in 81.1% shift in customer satisfaction. More so, a 1% shift in trust will result in 72.2% shift in customer satisfaction, and lastly, the R 2 value of 0.604 reveals that competence and long term relationship jointly account for 60.4% of the variation in customer satisfaction. The study therefore concludes that relationship marketing has positive relationship with customer satisfaction, and therefore influences customer satisfaction to a great extent. Keywords: Relationship Marketing, Customer Satisfaction, Organisations, Consumer Behaviour