ABSTRACT

This study critically analyzed the relationship marketing and its effect on the performance of the leather based manufacturing enterprise in Abia State, Nigeria. The study has five specific objectives which were to identify the features of the selected leather product manufacturing enterprises in Abia State, ascertain the relationship marketing practices adopted by the manufacturing enterprises, determine factors affecting relationship marketing among the enterprises, analyze the marketing performance of manufacturing enterprises with respect to profit margin, marketing margin returns on sales, analyze the effect of relationship marketing on the marketing performance indicators of the selected manufacturing enterprises. Random samples of 45 leather based manufacturing firms were obtained and the data were collected using a well structured questionnaire. The tools used for data analysis were tables, frequencies, percentages, multiple regression and income statement analysis. It was observed that the relationship marketing mostly used to enhance performance among leather manufacturing enterprises were discount to customers, call after sales and credit sales. Specifically, relationship marketing has a positive significant effect on the performance on the (profit) of the enterprise. The significant determinants of relationship marketing were no of new customers in a year, service quality, channel exchanges, business markets, experience, effect of rivalry, post purchase services and influence of fraudsters. Also, while relationship marketing was one of the significant determinants of enterprises performance, it is therefore recommended that cooperate bodies and government should encourage the leather manufacturing enterprises by buying from them.      

TABLE OF CONTENTS

Title page - - - - - - - - - i

Declaration - - - - - - - - ii

Certification - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - - - vi

List of Tables - - - - - - - - viii

Abstract - - - - - - - - - - ix

CHAPTER ONE

1.0 INTRODUCTION

1.1 Background of the Study - - - - - - 1

1.2 Statement of the Problem  - - - - - 3

1.3      Objectives of the Study - - - - - - 5

1.4      Research Questions - - - - - - 6

1.5 Research hypothesis - - - - - - 6

1.6 Significant of the Study - - - - - - 7

1.7    Scope of the Study - - - - - - - 7

1.8 Limitation of the Study - - - - - - - 8

CHAPTER TWO

2.0    REVIEW OF RELATED LITERATURE

2.1 Conceptual Review - - - - - - 9

2.2 Customer Loyalty - - - - - - 10

2.3      Challenges of Leather Product in Aba - - - - 12

2.4 Scope of Relationship Marketing - - - - 13

2.5 Evaluation of Relationship marketing - - - - 14

2.6 Role of Relationship Marketing in Competitive Market - 16

2.7 Multiple uses of the term relationship marketing - - 17

2.7.1 Dual focus of relationship marketing - - - - 18

2.8 Advantages of Relationship Marketing (RM) - - - 19

2.9 Disadvantages of Relationship Marketing - - - 21

CHAPTER THREE 

3.0   RESEARCH METHODOLOGY

3.1 Study Area -- - - - - - - - 23

3.2 Sampling Techniques - - - - - - 24

3.3 Sources of Data - - - - - - 24

3.4 Analysis of Data - - - - - - - 24

3.5 Model Specification - - - - - - 25

CHAPTER FOUR

4.0 RESULTS AND DISCUSSIONS

4.1 Results - - - - - - - - 28

4.2 Distribution on leather manufacturing enterprises according to socio 

economic factors and the features of the selected leather products - 28

4.3 Distribution of leather enterprise according to Relationship marketing 

adopted - - - - - - - - 31

4.4 Factors Affecting relationship marketing - - - - 32

4.4.1 Regression Analysis of Factors that affect the marketing performance 

of the selected leather manufacturing enterprises - - - 34

CHAPTER FIVE

5.0   SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - 38

5.2 Conclusion - - - - - - -- - - 39

5.3 Recommendation - - - -- - - - 39

References - - - - - - - 41

Questionnaire 

LIST OF TABLES

Table 4.1 Distribution and Return of Questionnaires - - 28

Table 4.2:  Distribution of socio-economic characteristics of leather products 29

Table 4.3 Distribution of relationship marketing - - - 31

Table 4.4: Analysis of Factors affecting relationship marketing among 

leather enterprises - - - - - - 32

Table 4.4.1: Analysis of Factors Affecting leather manufacturing enterprises 34

Table 4.5 Income Statement of Leather enterprises in the area of study - 3