Effect Of Customer Relationship Marketing On Repurchase Intention Among Customers In Selected Supermarket In Umuahia, Abia State

ABSTRACT

The study examined the effect of customer relationship marketing on repurchase intention among customers of selected supermarket in umuahia, Abia state. The objective of the study are to ascertain the effect of trust on repurchase intention, to determine the effect of promise fulfillment on repurchase intention, to identify the effect of commitment on repurchase intention. The researcher adopted primary data in getting the required information. A total of 399 questionnaire were issued to the respondents. In testing hypotheses multiple regression analysis was used. The major finding revealed that customer relationship marketing has a significant relationship between trust and repurchase intention supermarket, the findings further revealed that customer relationship marketing has a significant relationship between promise fulfillment and repurchase intention in supermarket. The research recommends that supermarket management should identify other relationship marketing variables that can command repurchase intention. Hence, supermarket should ensure that staff members are well trained on the issue of relationship marketing with particular reference to trust and promise fulfillment. The researcher also recommends that less emphasis should be placed on commitment as an attribute of relationship marketing