Effect Of Relationship Marketing On Customers’ Retention In Nigeria Bottling Company, Owerri, Imo State, Nigeria
ABSTRACT
The
purpose of this study was to investigate the effect of relationship marketing
on customers’ retention in Nigeria Bottlling Company, Owerri. In a bid to
achieve this, the researcher made use of description survey design. With an
inestimable population and 286 respondents were selected randomly for the
study. The instrument for data collection was the questionnaire. Simple
regression analysis was used in analyzing the data and the study found that
relationship marketing aims to build stable customer(retention), and reduce
customer exit. Thus, we concluded that higher level of customer retention is
associated with a high level of trust, and there is a relationship between
customer retention and commitment. We therefore, recommend that to cope with
competition in the market, firms should endeavour to ensure that their old
customers are happily maintained to ensure their trust and commitment.
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CHINEDU, C (2022). Effect Of Relationship Marketing On Customers’ Retention In Nigeria Bottling Company, Owerri, Imo State, Nigeria. Repository.mouau.edu.ng: Retrieved Dec 22, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-customers-retention-in-nigeria-bottling-company-owerri-imo-state-nigeria-7-2
CANICE, CHINEDU. "Effect Of Relationship Marketing On Customers’ Retention In Nigeria Bottling Company, Owerri, Imo State, Nigeria" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 14 Nov. 2022, https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-customers-retention-in-nigeria-bottling-company-owerri-imo-state-nigeria-7-2. Accessed 22 Dec. 2024.
CANICE, CHINEDU. "Effect Of Relationship Marketing On Customers’ Retention In Nigeria Bottling Company, Owerri, Imo State, Nigeria". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 14 Nov. 2022. Web. 22 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-customers-retention-in-nigeria-bottling-company-owerri-imo-state-nigeria-7-2 >.
CANICE, CHINEDU. "Effect Of Relationship Marketing On Customers’ Retention In Nigeria Bottling Company, Owerri, Imo State, Nigeria" Repository.mouau.edu.ng (2022). Accessed 22 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-relationship-marketing-on-customers-retention-in-nigeria-bottling-company-owerri-imo-state-nigeria-7-2