Building Effective Marketing Partners: a Tactical Tool to Achieve Customer Retention in the Face of Strong Competitors

Ivelina Bayode Olusanya Babatunde (), Idris Adegboyega Onikoyi (), Bolanle M. Sanusi and Abosede Ojewande ()
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Ivelina Bayode Olusanya Babatunde: Department of Business Administration, Osun State University, Osogbo, Nigeria
Idris Adegboyega Onikoyi: Department of Business Administration, Osun State University, Osogbo, Nigeria
Bolanle M. Sanusi: Department of Business Administration, Osun State University, Osogbo, Nigeria
Abosede Ojewande: Department of Banking and Finance, Osun State University, Osogbo, Nigeria

Business & Management Compass, 2023, issue 3, 171-181

Abstract: There is a lot of competition and constant shifting of customers in today's business environment. This study, therefore, examined the impact of marketing partners (supplier, distribution, dealer, agencies and customer networking) on customer retention. A descriptive survey research method was used, and data were collected from 356 respondents in the selected deposit money banks. Multiple regression analysis was employed to analyse the formulated hypothesis. The findings showed (R2=0.713, F-test=173.999, p

Keywords: Customer retention; deposit money banks; knowledge-based theory marketing partners; relationship marketing (search for similar items in EconPapers)
JEL-codes: M10 M30 M31 (search for similar items in EconPapers)
Date: 2023
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