Relationship marketing and loyalty of mobile phone customers

Borishade, T. T. and Ogunnaike, O.O. and Kehinde, O.J. and Aka, D. (2022) Relationship marketing and loyalty of mobile phone customers. Innovative Marketing, 18 (3). pp. 38-47.

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Abstract

The purpose of this study is to critically examine the effect of relationship marketing (such as trust, commitment, communication effectiveness, and conflict handling) on customer loyalty in the telecommunication service delivery sector. The data for this study were gathered through a questionnaire. In addition, a survey of two hundred and twenty-five (225) customers of telecommunication services in Nigeria supports the investigation. The Statistical Package for Social Sciences (SPSS) version 22 was employed to analyze the data gathered. The findings of this study show that trust, commitment, communication effectiveness, and conflict handling directly affect customer loyalty. In addition, all four variables directly influence customer loyalty. Hinging on the study’s discoveries, the paper suggested that organizations should strategically implement relationship marketing as this will help build and increase loyal customers. This study contributes to the body of knowledge in this field, which adds significant value. Moreover, the study provides valuable details on the telecommunication sector, possibly new to many readers.

Item Type:	Article
Uncontrolled Keywords:	attitudinal, behavioral, switching restraints, trust, commitment, communication, conflict handling
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Patricia Nwokealisi
Date Deposited:	19 Apr 2024 14:54
Last Modified:	19 Apr 2024 14:54
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/17923

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