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The Impact Of Relationship Marketing (Rm) On Relationship Quality (Rq): Empirical Evidence From Commercial Bank Customers In Nigeria., Sunny E. Ekakitie
The Impact Of Relationship Marketing (Rm) On Relationship Quality (Rq): Empirical Evidence From Commercial Bank Customers In Nigeria., Sunny E. Ekakitie
Bullion
The study set out to determine the impact of Relationship Marketing (RM) on relationship quality (RQ), with respect to the services Nigerian banks deliver to their clients. Three hypotheses were formulated to drive the study. Survey research design was adopted using a 48-item Likert style questionnaire to capture the opinions of valued clients. The study covered the six geo-political zones in Nigeria with 4 states drawn randomly from each zone. Extensive literature on RM and RQ were reviewed. Models/theories were lucidly discussed with the study evolving the quality/customer satisfaction model which is a modification of Zineldin's (2006) technical and functional …