Effect Of Relationship Marketing On Customer Loyalty In Selected Transport Companies In Abia State

ABSTRACT

The purpose of the study was to determine the effect of relationship marketing on customer loyalty in transport companies (ABC Transport, the Young Shall Grow, Peace Mass Transport, and Abia Line) in Abia State Nigeria. The study adopted the descriptive research design.  Using 100 questionnaires distributed to the customers of the transport companies Abia State Nigeria. The study adopted Pearson Moment Correlation was used for analysis. It was found out that there is a significant relationship between trust, commitment, preferential treatment and customer loyalty. It is recommended that there is need for transport companies to train their staff periodically in the variables of relationship marketing. Other variables of relationship marketing should be reviewed and applied in transportation companies. 

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ ix

Abstract ﾿ x

CHAPTER ONE: INTRODUCTION

1.1 ﾿ Background To The Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 5

1.3 ﾿ Objective of the Study ﾿ 8

1.4      Research Questions ﾿ 8

1.5 ﾿ Research Hypotheses ﾿ 9

1.6 ﾿ Significance of the Study ﾿ 9

1.7 ﾿ Scope of the Study ﾿ 10

1.8 ﾿ The Assumption of the Study ﾿ 10

1.9 ﾿ Limitations of the study ﾿ 11

CHAPTER TWO: LITERATURE REVIEW

2.1 ﾿ Development in Relationship Marketing Research ﾿ 12

2.1.1 ﾿ The Definition, Domain And Dimension Of Relationship Marketing ﾿ 15

2.2 ﾿ The Ways Transport Companies Retain Their Customers in Abia State ﾿ 22

2.2.2 ﾿ Customer Portfolio Analysis ﾿ 22

2.2.2 ﾿ Customer Retaining Marketing Mix ﾿ 24

2.2.3 ﾿ Specialized Distribution ﾿ 27

2.2.4 ﾿ Post Patronage Commitment ﾿ 28

2.2.5 ﾿ Reorganization for Customer Retention ﾿ 29

2.3 ﾿ Impact of RM and Perceived SQ on Customer Loyalty ﾿ 30

2.4. ﾿ Empirical Study ﾿ 32

2.4 ﾿ RM and RM Tactics ﾿ 37

2.4.1  Tangible Rewards ﾿ 38

2.4.2 ﾿ Interpersonal Communication ﾿ 38

2.4.3 ﾿ Preferential Treatment ﾿ 39

2.4.4 ﾿ Membership ﾿ 39

2.4.5 ﾿ Direct Mail ﾿ 39

2.5 ﾿ Theoretical Framework ﾿ 40

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 45

3.2 ﾿ Population of the Study ﾿ 45

3.3 ﾿ Sample Size Determination/Sampling Techniques ﾿ 45

3.4 ﾿       Research Instruments (questionnaire) ﾿ 46

3.5 ﾿      Psychometric Properties of the Research Instrument ﾿ 46

3.5.1 ﾿ Validity of the Research Instruments ﾿ 46

3.5.2 Reliability of Research Instruments. ﾿ 47

3.6 ﾿ Administration of Instruments ﾿ 47

3.8 ﾿ Sources of Data Collection ﾿ 47

3.9    ﾿ Method of Data Analysis ﾿ 48

3.10  ﾿ Method For Test Of Hypotheses ﾿ 48

3.11  ﾿ Study Area ﾿ 49

CHAPTER FOUR 

4.0 ﾿ PRESENTATION AND ANALYSIS OF DATA ﾿ 50

4.1 ﾿ Distribution of Questionnaire and Rate of Returns ﾿ 50

CHAPTER FIVE 

5.0 ﾿ SUMMARY, CONCLUSION AND RECOMMENDATION ﾿ 58

5.1 ﾿ Summary of Findings ﾿ 58

5.2 ﾿ Conclusion ﾿ 58

5.3 ﾿ Recommendation ﾿ 58

References

LIST OF TABLES

Table 4.1.1: ﾿ Distribution and Retrieval of Questionnaire ﾿ 50

Table 4.2: ﾿ Respondents of the Socio-Economic Characteristics  ﾿ 51

Table 4.3:  ﾿ Respondent Opinion on the Key Research Questions ﾿ 52