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Surrogates of Relationship Marketing and Bank Customer Retention: A Study of University Lecturers in Southeast Nigeria

Ukenna, Stephen and Okechukwu, Blessing E. (2017) Surrogates of Relationship Marketing and Bank Customer Retention: A Study of University Lecturers in Southeast Nigeria. Journal of Business Science (JBS), 1 (1). pp. 43-60.

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Abstract

The influx of banks in university campuses across Nigeria has motivated the need to unearth the most potent dimension(s), tool(s), or driver(s) of relationship marketing that significantly influence lecturers who are bank customers to retain patronage with a bank operating within a campus. The study was guided by a research schema which was the basis for the formulation of five conceptual hypotheses. Five relationship marketing tools – communication, commitment, trust, promise fulfillment, and social bonding – where all explored to determine their predictive power on a bank customer retention. A structured questionnaire was designed on a five-point like scale. Data collected were tested using Pearson Product Moment Correlation Coefficient (PPMCC). Statistical support was found for all the dimension of relationship marketing as predictors of bank customer retention. However, commitment, trust, and promise fulfillment are the strongest or most potent predictors of bank customer retention, while communication and social bonding are weak predictors of bank customer retention of lecturers within university campuses. Hence, this study posits the Commitment-Trust-Promise Fulfilment Model of Relationship Marketing, thereby challenging Commitment-Trust Theory of Relationship Marketing. Key recommendations, with their concomitant managerial implications, include: first, banks operating within university campuses should make adequate budgetary provision for the purpose of executing a sound relationship marketing programme for its bank customers who are university lecturers; second, training and retraining on a constant basis in the area of relationship marketing (with strong focus on commitment, trust, and promise fulfillment) can be conducted for the marketing staff of banks operating within the university campuses.

Item Type: Article
Uncontrolled Keywords: Bank customers, customer retention, relationship marketing, university lecturers.
Subjects: A General Works > AC Collections. Series. Collected works
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Jan 2018 09:19
Last Modified: 16 Jan 2018 09:19
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/10014

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