The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria (Published)
The public perception of insurance all over the world is central to the patronage and consumption of insurance services. Notwithstanding the huge population of over 190 million people in Nigeria, the insurance premium penetration rate of 0.7% of GDP is very low in comparison with other markets around the world. While customer perception of insurance is an expression of attitude, extant studies has shown that relationship marketing is a strategic tool that can be used to influence consumer behavior. Hence, this study examine the influence of relationship marketing on customer perception of insurance in Lagos State, Nigeria. The objective is to provide possible solutions to the problem of low patronage of insurance in Lagos State, Nigeria. A survey research design was adopted for the study. The population of study consisted of 375,000 estimated consumers of insurance service in Lagos State, Nigeria. A sample size of 1,650 consumers were drawn from selected Local Government Areas of Lagos State through non-probability sampling technique. A questionnaire titled influence of relationship marketing and customer perception of insurance was adapted and validated. 1,650 copies of the questionnaire were administered, with a response rate of 80%. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. The finding shows that relationship marketing has significant effect on customer perception of insurance in Lagos State, Nigeria (Adj. R2 = 0.301; F5/1306 = 113.510, p<0.05). The value of Adjusted R2 of 0.301 suggests that 30.1% of the variations in customer perception of insurance are accounted for by relationship marketing leaving 69.9% to be predicted by other factors. The study concluded that relationship marketing is a predictor of customer perception of insurance in Lagos State, Nigeria. The study recommended that Insurance companies should adopt relationship marketing as a tool to influence customer perception of insurance, through the application of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction.
Citation: Oluwabiyi, O. E., Asikhia, O. U., and Egwuonwu, T. K. (2022) The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 6, pp.,37-54
Keywords: Customer Satisfaction, Relationship Marketing, customer awareness, customer perception, customer trust customer service quality, product innovation and customization
Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Citation: Omeje N U., and Olise M.C. (2022) Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State, British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,28-40,
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
Mediating Effect of Customer Satisfaction on Relationship Marketing and Customer Loyalty among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
The Effect of Relationship Marketing Components through Customer Gratitude on Customer Behavioral Loyalty in Retail Market (Published)
Relationship marketing is seeking to establish relationships with target customers to shopping again from it in the future and encourage others to do so. Crating the great satisfaction in customers and focus on what they are worth to be considered, are the best approach to keep (retain ) customers and as a result their loyalty to the company will be stronger. The study population were supermarket customers in Zanjan city and 384 samples were selected according to Cochran formula. Data collection was carried out using a questionnaire and through simple random sampling. In this study, Cronbach’s alpha with the amount of 76/0 was used to assess. And also, descriptive and inferential statistics were used to analyze the data and all statistical analyzes were performed using SPSS software. The results of this study showed that which of the component of relationship marketing through customer gratitude had a significant impact on Customer Behavioral loyalty.
Keywords: Customer Behavioral loyalty, Customer gratitude, Relationship Marketing, Retail market
Marketing Strategies and the Performance of Small and Medium Enterprises in Akwa Ibom State, Nigeria (Published)
The study examined the impact of three marketing strategies (product quality, marketing communication and relationship marketing) on the performance of selected Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria. The study was motivated by the fact that SMEs in Akwa Ibom State find themselves in a competitive environment and may not know which marketing strategy is effective in improving their business performances. The study adopted the survey method. 240 questionnaires were issued to SMEs in the three senatorial districts of the State. This formed the sample of the study. The data obtained was analysed using Pearson Product Moment correlation analysis which was computed electronically by the use of Statistical Package for Social Science (SPSS) version 21. The study revealed that there is a significant impact of product quality strategy and relationship marketing strategy on the profitability and increased market share of SMEs in Akwa Ibom State. The study recommends that SMEs should invest so much in product quality rather than in advertisement as this would enhance the firm’s profitability. Also, the customers should be valued and treated as kings as cordial relationship between firm and customers results in the increase of the organizations market base.
Keywords: Marketing Communications, Marketing Strategies, Performance, Relationship Marketing, Small Medium Enterprises, product .quality
MODERATING EFFECT OF INFORMATION TECHNOLOGY UTILIZATION ON THE RELATIONSHIP BETWEEN COMMITMENT AND CUSTOMER SATISFACTION (Published)
Commitment is an essential ingredient for successful long-term relationships between customer satisfaction and information communication technology utilization. Developing Customer’s commitment in business relationships pays off in increased profits, customer retention, willingness to refer and recommend. Practitioners and scholars have identified customer value as a pivotal issue in the management of hotel business relationships. Of late the hospitality industry has witnessed growing interest in relationship marketing, customer satisfaction and information communication technology utilization. Although relationship marketing has been identified as an effective strategy to attract, maintain and enhance customer relationships, there are few empirical studies that have tested the underlying assumptions on classified star hotels of the relationship marketing research is based on. The aim of this study was to determine the moderating effect of information technology communication (ICT) utilization on the relationship between commitment and customer satisfaction by classified hotels. Descriptive research design was adopted for this study. The target population was 6067 customers at classified star hotels in Nairobi Kenya and a sample size of 375 was obtained using proportionate sampling from five categorized star hotels. Data was collected using a 5 Likert-scale questionnaire. Data was analyzed using multiple regression analysis. The study revealed that commitment strategy significantly affects customer satisfaction (β= .309, p-value = 0.001) thus the study rejected H01 since β≠0 and p-value was less than α. The moderating effect of Information Technology Utilization explained 5.7% variance in Customer Satisfaction above and beyond the variance by commitment strategy scores. H02 was rejected since β≠0 and p-value was less than α. This study concluded that commitment strategy as an element of relationship marketing practices significantly affects customer satisfaction. This study recommends that classified star hotels managers should develop high levels of affective commitment and calculative commitment to build the strongest relationships with customers. Important factors of commitment include creating attachment, flexibility and a good environment for the customers.
Keywords: Classified Star Hotels, Commitment, Customer Satisfaction, Information Technology Utilization, Relationship Marketing
MODERATING EFFECT OF INFORMATION TECHNOLOGY UTILIZATION ON THE RELATIONSHIP BETWEEN COMMUNICATION AND CUSTOMER SATISFACTION (Published)
Relationship marketing has been identified as an effective strategy to attract, maintain and enhance customer relationships. Hospitality industry by extension supports and enhances tourism sector and has grown, evolved and developed over the years globally, regionally and in Kenya thus making meaningful contribution to economy in terms of employment, revenue and profit. Classified star hotels provide services such as reservation, telecommunication, front office, restaurant and accommodation for customers or guests. Communication as relationship marketing practice is therefore important in service industry. Despite the importance of communication in the hospitality industry, there are few empirical studies that have tested the underlying assumptions on classified star hotels which much of the relationship marketing research is based on. The aim of this study was to determine the moderating effect of information technology communication (ICT) utilization on the relationship between communication and customer satisfaction by classified hotels. Descriptive research design was adopted for this study. The target population was 6067 customers at classified star hotels in Nairobi Kenya and a sample size of 375 was obtained using proportionate sampling from five categorized star hotels. Data was collected using a 5 Likert-scale questionnaire. Data was analyzed using multiple regression analysis. The study revealed that communication (β= .011, p-value = 0.908) as a relationship marketing practice did not have a statistically significant effect on customer satisfaction. Thus, the study failed to reject H01 since p-value was greater than α. The moderating effect of Information Technology Utilization explains 7.8% variance in customer satisfaction above and beyond the variance by communication scores. H02 was rejected since β≠0 and p-value was less than α. This study concluded that communication strategy has no significant effect on customer satisfaction. The study concluded that ICT utilization moderated the relationship between relationship marketing practices and customer satisfaction. It is therefore recommended that managers of classified star hotels should understand the implications of prioritizing elements based on their effect on customer satisfaction.
Keywords: Classified Star Hotel, Customer Satisfaction, Information Technology Utilization, Relationship Marketing, communication
THE EFFECT OF EMOTIONAL INTELLIGENCE ON THE FINANCIAL PERFORMANCE OF COMMERCIAL BANKS IN GHANA: THE MEDIATION ROLE OF RELATIONSHIP MARKETING, SERVICE QUALITY, CUSTOMER SATISFACTION (Published)
This study examines the effect of emotional intelligence on financial performance of commercial banks in Ghana from the perspective of the mediation role of relationship marketing, service quality and customer satisfaction. It goes further to indicate the relative impacts of these mediating variables on financial performance. A complete picture of the monetary effects of investing in the enhancement of employees’ emotional intelligence is hence the core of this paper. The study is a descriptive quantitative study in which a sample of 220 each of service providers and customers in 20 commercial banks in Ghana are used. Pearson’s correlation test, partial correlation test and ordinary least squares regression analysis were used to analyse data. According to findings, emotional intelligence positively relates to relationship marketing (r = .804, p = .000), service quality (r = .601, p = .000), customer satisfaction (r = .426, p = .000) and financial performance (r = .734, p = .000). Emotional intelligence also significantly predicts relationship marketing, service quality, customer satisfaction and financial performance by contributing 64.7%, 63.2%, 23.2% and 32% of the variance respectively. It is made evident that relationship marketing provides the most dominant mediation in the relationship between emotional intelligence and financial performance in the face of service quality and customer satisfaction. Commercial banks are therefore encouraged to deploy resources towards equipping their service providers with emotional intelligence
Keywords: Banks’, Customer Satisfaction, Emotional Intelligence, Financial Performance, Relationship Marketing, Service Quality, service providers
ANALYSIS OF FINANCIAL BONDS, SOCIAL BONDS, STRUCTURAL BONDS, AND EFFECT ON CUSTOMER LOYALTY IN WEST HEALTH CENTER IN SURABAYA (Published)
This study aims to provide most of the answers to the problems of the customer relationship services provided to the health center, due to the size of the outside observation and the more down’s values on the dimensions of Relationship marketing in West Surabaya-district health centers, a growing number of complaints arising from the customer about the connection service provided to the patient, thus affecting the level of customer loyalty, and therefore researchers will examine issues very krausal to improve the level of health center services relationships and to increase the value of customer loyalty, especially patients in health centers of West Surabaya and will examine the effect of of Relationship Marketing to influence customer loyalty PHC. The sample in this study of 100 respondents were drawn from patients who never seek treatment at each Puskesman Surabaya West of seven (7) where the research that has been determined in the study in West Surabaya. This study uses quantitative and qualitative analysis through methods approaches and multiple linear regression analysis using software SPSS for Windows 20.0, from the findings expected to be found positive results and can reflect the broader quality and certainty in order to help improve the level of Relationship loyalty marketing in the health center of West Surabaya
Keywords: Customer loyalty, Relationship Marketing
THE EFFECT OF RELATIONSHIP MARKETING ON SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOSPITALITY SECTOR IN GHANA: THE MODERATING ROLE OF SERVICE PROVIDERS’ EMOTIONAL INTELLIGENCE (Published)
This study assesses the effect of relationship marketing on service quality and customer satisfaction from the perspective of the moderating role of emotional intelligence in the hospitality sector in Ghana. A descriptive quantitative research technique is employed. A random sample of 384 each of customers and customer service attendants of hotels, leisure centres, resorts and five-star restaurants in Accra are used as the source of data. According to findings, emotional intelligence makes a strong positive effect on relationship marketing at 5% significance level, r (288) = .785, p = .000. Though relationship marketing makes a strong positive effect on service quality (r = .712, p < .05) and customer satisfaction (r = .318, p < .05), these effects degenerate into negative ones when the effect of emotional intelligence on relationship marketing is controlled for. It is therefore recommended that firms in the hospitality sector give priority to equipping their customer service attendants with emotional intelligence to maximise service quality and customer satisfaction
Keywords: Customer Satisfaction, Emotional Intelligence, Hospitality Sector, Relationship Marketing, Service Quality