Relationship marketing and customer loyalty:a customer service approach in nigerian companies. in nigerian companies.

Journal Title: Manager Journal - Year 2010, Vol 12, Issue

Abstract

This paper examines relationship marketing and customer loyalty from the approach of customer service-using some selected companies in Nigeria as a case study. The study clarifies the role of relationship marketing in customer services toward the achievement of customer loyalty via customer services among a sample of some selected companies in Nigeria. The study is a survey which uses a literature based research instrument [questionnaire] to measure the application of relationship marketing in customer services to achieve customer loyalty. Structured, close ended questions were used to collect primary data from the respondents. A six point likert scale ranging from “very high extent” to “no extent at all” was used to measure the level of the application of relationship marketing through customer services that aid customer loyalty. 2,400 respondents were selected based on convenience sampling method and stratified into the categories of Manufacturing, Service and Others, operating in Nigeria. Data were analyzed using descriptive statistics and chi-square analysis. The research instrument shared high reliability and validity. The major findings of the study were as follows: In Nigeria, there is significant relationship between relationship marketing practice in customer service operation and customer loyalty, relationship marketing can be used to increase sales through customer loyalty via effective customer services and that relationship marketing has positive effect on customer satisfaction and organizational profitability.

Authors and Affiliations

Scholastica Udegbe, Adekunle. A. Idris, Tajudeen. A. Olumoko

Keywords

Related Articles

The Impact of Electronic Commerce on the Development of Nowadays Society: an Economic and a Managerial Perspective – A Case Study on Romania’s Experience

The paper entitled “The Impact of Electronic Commerce on the Development of Nowadays Society: an Economic and a Managerial Perspective – A Case Study on Romania’s Experience” presents the electronic commerce with its def...

The Management of the University of the Future. Values or mercenarism?

In this article we intend to do a review of the main issues faced by the higher education in Eastern Europe, the causes which generate these problems, but also the economic, social, political and cultural effects on the...

Phases and Actions of the Evolution of the Concept of Quality in Canada and Australia – A Theoretical Modelling of the Development of Knowledge in Business Performance in the XXI Century - The Approach to Excellence

In the paper “Phases and Actions of the Evolution of the Concept of Quality in Canada and Australia – A Theoretical Modelling of the Development of Knowledge in Business Performance in the XXI Century - The Approach to E...

Costs and benefits of the international labor migration

Migration has been an important part of the transition process and it's effects are complex including significant changes in attitudes and norms that are relevant for democratic processes. Migration change...

Expert Systems for auditing management information systems

Expert systems are built with the help of: specialised programming languages or expert system generators (shell). But this structure was reached after tens of years of work and research, because expert syst...

Download PDF file
  • EP ID EP451565
  • DOI -
  • Views 39
  • Downloads 0

How To Cite

Scholastica Udegbe, Adekunle. A. Idris, Tajudeen. A. Olumoko (2010). Relationship marketing and customer loyalty:a customer service approach in nigerian companies. in nigerian companies.. Manager Journal, 12(), 167-176. https://europub.co.uk/articles/-A-451565