ABSTRACT

 This study examined the effect ofrelationship marketing as a strategyfor customer retention in Globacom Nigeria Limited. The specific objectives however includes, to: examine the extent to which attention to personal matters affects customer patronage in Globacom Nigeria limited; ascertain the extent to which customer complaint management affects customer patronage in Globacom Nigeria Limited; and determine the extent to which effective service delivery affects customer patronage in Globacom Nigeria Limited To achieve the objectives ofthe study survey research design was adopted. The study adopted primary data through the use ofstructured questionnaire. Thepopulation ofthe study is made up of100 staffandsample is 80 after adopting Taro Yamane formula. The test the hypotheses, Analysis of Variance (ANOVA) was used. The findings revealed that attention to personal matters has a significant effect on customer patronage in Globacom Nigeria limited. Thefindingsrevealed that complaint management has a significant effect customer patronage in Globacom Nigeria Limited. The study recommends that Effective customer relationship marketing is a reliable tool to increase customer base. Hence, smallscale enterprise should ensure customersatisfaction at all time. Management ofsmallscale enterprise should always seek customer opinion before taking decision that is binding on the customers. The study further recommends that customer relationship marketing contributes greatly to the organizationalprofitability. Hence, smallscale enterprise should designed afeasible customer relationship strategy that can identify the most profitable customers to enabled tailoring services to their needs