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Relationship Marketing: The Antidote For Effective Sales Performance In The Nigerian Banking Industry

Kehinde, O.J. and ADEGBUYI , O. A. and Borishade, T. T. (2016) Relationship Marketing: The Antidote For Effective Sales Performance In The Nigerian Banking Industry. Researchjournali’s Journal of Management, 4 (2). ISSN 2347-8217

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Abstract

The primary objective of the article was to determine the relationship between relationship-marketing and sales performance. The study explored the dimensions in which relationship marketing can be used to achieve sales performance. Both descriptive and inferential statistics were employed in this research. Three hypotheses were formulated: organization needs relationship marketing in its competitive drive. Relationship marketing improves sales performance and relationship marketing, favorably helps in competitive management. The study was based on data collected from banks in Sango, Ogun State, Nigeria through the administration of questionnaires. Data collected were analyzed using a simple frequency table, regression analysis. Findings show that an organization needs relationship marketing in its competitive drive, sales performance can be improved through good relationship marketing and relationship marketing favorably helps in competition management. Based on findings of this research, it is recommended that the Nigerian Banking Industry should provide customers with quality service in order to attain customer satisfaction and build relationship with them thereby, leading to customer retention and consequently profitability. By so doing, it is envisaged that there will be improvement in sales performance.

Item Type: Article
Uncontrolled Keywords: Relationship, Marketing, Antidote, Effective, Sales Performance, Banking Industry
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 13 May 2016 10:34
Last Modified: 13 May 2016 10:34
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/6579

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