Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State
ABSTRACT
The study examined the effect of
customer relationship marketing on repurchase intention among customers of selected
supermarket in umuahia, Abia state. The objective of the study are to ascertain
the effect of trust on repurchase intention, to determine the effect of promise
fulfillment on repurchase intention, to identify the effect of commitment on
repurchase intention. The researcher adopted primary data in getting the
required information. A total of 399 questionnaire were issued to the
respondents. In testing hypotheses multiple regression analysis was used. The
major finding revealed that customer relationship marketing has a significant
relationship between trust and repurchase intention supermarket, the findings
further revealed that customer relationship marketing has a significant
relationship between promise fulfillment and repurchase intention in
supermarket. The research recommends that supermarket management should
identify other relationship marketing variables that can command repurchase
intention. Hence, supermarket should ensure that staff members are well trained
on the issue of relationship marketing with particular reference to trust and
promise fulfillment. The researcher also recommends that less emphasis should
be placed on commitment as an attribute of relationship marketing
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USIM, N (2021). Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State. Repository.mouau.edu.ng: Retrieved May 18, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-repurchase-intention-among-customers-in-selected-supermarket-in-umuahia-abia-state-7-2
NNENMA, USIM. "Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 23 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-repurchase-intention-among-customers-in-selected-supermarket-in-umuahia-abia-state-7-2. Accessed 18 May. 2024.
NNENMA, USIM. "Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 23 Jul. 2021. Web. 18 May. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-repurchase-intention-among-customers-in-selected-supermarket-in-umuahia-abia-state-7-2 >.
NNENMA, USIM. "Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State" Repository.mouau.edu.ng (2021). Accessed 18 May. 2024. https://repository.mouau.edu.ng/work/view/effect-of-customer-relationship-marketing-on-repurchase-intention-among-customers-in-selected-supermarket-in-umuahia-abia-state-7-2