Modelling relationship marketing and performance of Nigerian banks

Olalekan Asikhia

International Journal of Business Innovation and Research, 2012, vol. 6, issue 5, 514-531

Abstract: This study determines the effect of relationship marketing on performance of Nigerian banks. This paper presents primary data collected by self-administered questionnaires involving a sample of 472 respondents; 363 bank customers and 109 bank management staffs from the two major cities that house the banks headquarters in Nigeria, i.e. Abuja and Lagos. The data were subjected to correlation, regression and structural equation modelling. This study reveals that relationship marketing has a positive and statistically significant relationship with performance and relationship marketing contributed differently to the variations in the various performance variables. The empirical evidence of this paper affects major aspects of bank management and relevant recommendations are made.

Keywords: relationship marketing; business performance; customer satisfaction; customer loyalty; customer service; business growth; sustainable competitive advantage; Nigeria; banks; banking; managers; bankers; bank employees; Abuja; Lagos; SEM; structural equation modelling; correlation; regression; statistical significance; positive relationships; statistically significant relationships; statistics; performance variables; bank management; business innovation; business research. (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=48784 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:6:y:2012:i:5:p:514-531

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().