ABSTRACT

This study examined the effect of relationship marketing as a strategy for customer retention in Globacom Nigeria Limited. The specific objectives however includes, to: examine the extent to which attention to personal matters affects customer patronage in Globacom Nigeria limited; ascertain the extent to which customer complaint management affects customer patronage in Globacom Nigeria Limited; and determine the extent to which effective service delivery affects customer patronage in Globacom Nigeria Limited. To achieve the objectives of the study survey research design was adopted. The study adopted primary data through the use of structured questionnaire. The population of the study is made up of 100 staff and sample is 80 after adopting Taro Yamane formula. The test the hypotheses, Analysis of Variance (ANOVA) was used. The findings revealed that attention to personal matters has a significant effect on customer patronage in Globacom Nigeria limited. The findings revealed that complaint management has a significant effect customer patronage in Globacom Nigeria Limited. The study recommends that Effective customer relationship marketing is a reliable tool to increase customer base. Hence, small scale enterprise should ensure customer satisfaction at all time. Management of small scale enterprise should always seek customer opinion before taking decision that is binding on the customers. The study further recommends that customer relationship marketing contributes greatly to the organizational profitability. Hence, small scale enterprise should designed a feasible customer relationship strategy that can identify the most profitable customers to enabled tailoring services to their needs. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Content

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 3

1.4 Research Questions 4

1.5Research Hypotheses 5

1.6 Significant of the Study 5

1.7 Scope of the Study 6

1.8 Limitations of the Study 7

CHAPTER TWO: REVIEW OF RELATED STUDY

2.1 Conceptual Framework 8

2.1.2 Concept of Relationship Marketing 8

2.1.2 Relationship Marketing and Organizational Performance 12

2.1.3 Customer Relationship Management Capabilities 12

2.1.4 Customer Interaction management capability 13  

2.1.5 Customer Relationship upgrading Capability 14

2.1.6 The role of customer demographic variables in Relationship Marketing 15

2.1.7 Components of Customer Relationship Management 15 

2.1.8 Process of Customer Relationship Management 16

2.1.9 Effect of Relationship Marketing on Customer Retention  17

2.1.10 Relationship Marketing Practices, Key Mediating Variables and Customer Loyalty 19  

2.1.11 Relationship Marketing Practices 20

2.2. Theoretical Review 22

2.2.1 Art of Profit Theory (Anderson & Weitz, 1989) 22

2.2.2 Economic Theory (Day, 2003) 23

2.2.3 The Traditional and Modern Theory (Gifford, 2002). 24

2.3 Empirical Review 24

CHAPTER THREE: METHODOLOGY

3.1 Research Design 27

3.2 Area of the study 27

3.3 Data Collection 27

3.4 Population of the study 28

3.5 Sample Size determination 28

3.6 Sampling Technique 28

3.7 Description of the Instruments 28

3.8 Validity of the Instrument 29

3.9 Reliability of the Instrument 29

3.10 Data Analysis Techniques 29

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Data presentation 29

4.2 Test of hypothesis 33

4.3 Discussion of findings 35

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 37

5.2 Conclusion 37

5.3 Recommendations 38

REFERENCES            

APPENDIX