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
MIRACLE, S (2025). Effect Of Relationship Marketing As A Strategy For Customer Retention In Globacom Nigeria Limited:- Ugwuzor Miracle S. Repository.mouau.edu.ng: Retrieved Jul 30, 2025, from https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-as-a-strategy-for-customer-retention-in-globacom-nigeria-limited-ugwuzor-miracle-s-7-2
STEVE, MIRACLE. "Effect Of Relationship Marketing As A Strategy For Customer Retention In Globacom Nigeria Limited:- Ugwuzor Miracle S" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 Jul. 2025, https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-as-a-strategy-for-customer-retention-in-globacom-nigeria-limited-ugwuzor-miracle-s-7-2. Accessed 30 Jul. 2025.
STEVE, MIRACLE. "Effect Of Relationship Marketing As A Strategy For Customer Retention In Globacom Nigeria Limited:- Ugwuzor Miracle S". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 Jul. 2025. Web. 30 Jul. 2025. < https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-as-a-strategy-for-customer-retention-in-globacom-nigeria-limited-ugwuzor-miracle-s-7-2 >.
STEVE, MIRACLE. "Effect Of Relationship Marketing As A Strategy For Customer Retention In Globacom Nigeria Limited:- Ugwuzor Miracle S" Repository.mouau.edu.ng (2025). Accessed 30 Jul. 2025. https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-as-a-strategy-for-customer-retention-in-globacom-nigeria-limited-ugwuzor-miracle-s-7-2