Effect of Relationship Marketing and Relationship Marketing Programs on Customer Loyalty

Abstract

This study examines the relationship between relationship quality and customer loyalty. Specifically, the study seeks to investigate the influence of customer trust, satisfaction and commitment on loyalty and to ascertain the effect of the relationship marketing program adopted by pension firms on customer loyalty. Regression analysis is used to test the model based on data obtained from a sample of 354 customers of pension service firms from Nnamdi Azikiwe University, Awka. Anambra state. The results provide evidence to support the effect of customer trust and satisfaction on customer loyalty. The contribution of commitment to the model is not supported. Additionally, support was found for the effect of relationship marketing program on loyalty. Firms may consider building relationship with customers by engendering a feeling of trust; invest in customer satisfaction and recruit and train socially, and service oriented frontline employees to create strong ties with customers.

Keywords: Commitment, Nigeria, Pension, Relationship Marketing, Satisfaction, Trust


Article Review Status: Published

Pages: 58-71 (Download PDF)

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