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.