ABSTRACT

The purpose of the study was to determine the effect of relationship marketing on customer loyalty in transport companies (ABC Transport, the Young Shall Grow, Peace Mass Transport, and Abia Line) in Abia State Nigeria. The study adopted the descriptive research design.  Using 100 questionnaires distributed to the customers of the transport companies Abia State Nigeria. The study adopted Pearson Moment Correlation was used for analysis. It was found out that there is a significant relationship between trust, commitment, preferential treatment and customer loyalty. It is recommended that there is need for transport companies to train their staff periodically in the variables of relationship marketing. Other variables of relationship marketing should be reviewed and applied in transportation companies. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of Contents vi

List of Tables ix

Abstract x

CHAPTER ONE: INTRODUCTION

1.1 Background To The Study 1

1.2 Statement of the Problem 5

1.3 Objective of the Study 8

1.4      Research Questions 8

1.5 Research Hypotheses 9

1.6 Significance of the Study 9

1.7 Scope of the Study 10

1.8 The Assumption of the Study 10

1.9 Limitations of the study 11

CHAPTER TWO: LITERATURE REVIEW

2.1 Development in Relationship Marketing Research 12

2.1.1 The Definition, Domain And Dimension Of Relationship Marketing 15

2.2 The Ways Transport Companies Retain Their Customers in Abia State 22

2.2.2 Customer Portfolio Analysis 22

2.2.2 Customer Retaining Marketing Mix 24

2.2.3 Specialized Distribution 27

2.2.4 Post Patronage Commitment 28

2.2.5 Reorganization for Customer Retention 29

2.3 Impact of RM and Perceived SQ on Customer Loyalty 30

2.4. Empirical Study 32

2.4 RM and RM Tactics 37

2.4.1  Tangible Rewards 38

2.4.2 Interpersonal Communication 38

2.4.3 Preferential Treatment 39

2.4.4 Membership 39

2.4.5 Direct Mail 39

2.5 Theoretical Framework 40

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 45

3.2 Population of the Study 45

3.3 Sample Size Determination/Sampling Techniques 45

3.4       Research Instruments (questionnaire) 46

3.5      Psychometric Properties of the Research Instrument 46

3.5.1 Validity of the Research Instruments 46

3.5.2 Reliability of Research Instruments. 47

3.6 Administration of Instruments 47

3.8 Sources of Data Collection 47

3.9    Method of Data Analysis 48

3.10  Method For Test Of Hypotheses 48

3.11  Study Area 49

CHAPTER FOUR 

4.0 PRESENTATION AND ANALYSIS OF DATA 50

4.1 Distribution of Questionnaire and Rate of Returns 50

CHAPTER FIVE 

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION 58

5.1 Summary of Findings 58

5.2 Conclusion 58

5.3 Recommendation 58

References

LIST OF TABLES

Table 4.1.1: Distribution and Retrieval of Questionnaire 50

Table 4.2: Respondents of the Socio-Economic Characteristics  51

Table 4.3:  Respondent Opinion on the Key Research Questions 52