Browsing by Author "Adegbola, E.A"

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    Relationship marketing
    (Journal of sustainable development in Africa, 2020) Imouokhome, E.O; Adegbola, E.A; Abdulraheem, M; Bello, K.A
    The study examines the impact of relationship marketing as a sustainable tool for enhancing customer satisfaction, using customers of GTBank PLC branches in Ilorin, Nigeria as the study area. The population of the study comprises the customers of GTBank in Ilorin. The study employed the use of primary data through a self-administered questionnaire. The results of the hypotheses tested reveals that commitment in relationship marketing have significant effect on customer satisfaction (β = 0.511, t = 7.753, p – 0.024). It also revealed a significant effect of trust in relationship marketing on customer loyalty (β = 0.548, t = 2.079, p – 0.012). This connotes that a better relationship with customers in the banking industry will yield positive result on customer satisfaction and loyalty, vice versa. It can therefore be concluded that relationship marketing has significant impact on customer satisfaction.