Relationship Marketing and Customers’ Satisfaction in the Guaranty Trust Bank Plc: An Empirical Investigation
Date
2018
Authors
Olayiwola, P. O.
Cole, A. A.
Kajola, S. O.
Ita, E.U.
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Abstract
This study investigated the extent to which relationship marketing (RM) variables predict customers’ satisfaction. It
specifically examined the relationship between RM (organisational competence, trust and communication) and
customers’ satisfaction. Also, the study analysed the extent to which the relationship marketing predicts customers’
satisfaction. The study adopted a case study approach. A total number of 360 respondents were selected across
branches of Guaranty Trust Bank within Lagos metropolis to complete a structured questionnaire. A total number of
310 copies were retrieved, but 250 were found useful. Statistical Package for Social Sciences was used to organise
the data. The simple percentage was used for the bio-data and frequency counts, while Pearson correlation and
multiple regressions were used to test the hypotheses of the study. The study found a positive and significant
relationship between relationship marketing and customers’ satisfaction. Also, RM variables (Organisational
competence p = 0.014), trust (p =0.022) and communication p= 0.014)) are significant predictors of customer
satisfaction with the estimated regression equation F-Statistic = 79.220, p = 0.001). The study recommended that
organisations should ensure the capability of their workforce, build confidence through the openness of all material
facts relating to all transactions and ensure time and effective communication among stakeholders.
Description
Staff publications
Keywords
Relationship marketing , Organisational competence , Organisation Communication , Organisation trust , Customers satisfaction , Research Subject Categories::SOCIAL SCIENCES::Business and economics::Business studies
Citation
Olayiwola, P.O., Cole, A. A. Kajola, A.S. and Ita, E.U. (2018). Relationship Marketing and Customers’ Satisfaction in the Guaranty Trust Bank Plc: An Empirical Investigation. LASU Journal of Management Sciences. Vol.4(1), 22-32