THE EFFECT OF RELATIONSHIP MARKETING ON ORGANIZATIONAL PERFORMANCE
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
ABSTRACT
This study examined the effect of relationship marketing on organizational performance using the AIICO Insurance Plc as a study. The survival, success and continuity of service organizations depend on effective relationship marketing. The effectiveness of relationship marketing in service organizations determine to a great extent the performance of the organization as well as the satisfaction customers can derived from services rendered by the organization. For the purpose of this study, the survey research design was used to study a representative size of the population total of 371 sample size was studied from a target population of 1,452. Similarly a sample of 6 was purposely selected from a total number of 30 AIICO insurance staff of Lagos city branch. Questions designed in the Likert Scale Format was used as major instrument for the collection of data while mean score was used for the analysis of the research data. Findings revealed that AIICO insurance Lagos city branch regularly carried out various relationship efforts in line with the socio- cultural norms of the people of Lagos and this has translated to positive influence on patronage by its customers. The study revealed also that the business men accepted the relationship marketing of the AIICO insurance. Deriving from this therefore, the study recommends that AIICO insurance plc should increase the community social responsibility efforts for a steady long term relationship marketing and patronage in line with the focus of relationship marketing.
Related Project Materials
An examination of the role of interpreters in facilitating Efik language access in community services
Background of the study
Access to community services, such as healthcare, legal aid, and social welfare,...
The role of continuing education in improving time management skills among public servants in Sokoto South Local Government Area, Sokoto State.
Background of the Study
Effective time management is a cornerstone of enhanced productivity and job performance, especially in the public...
The Role of Local Radio in Creating Awareness of Mental Health Issues: A Study of Tarmuwa Local Government Area, Yobe State
Chapter One: Introduction
1.1 Background of the Study
Mental health issues have long been under-recognized in many parts of Nig...
An Investigation of Nurses' Knowledge of Breastfeeding Best Practices in National Hospital, Abuja
Background of the Study
Breastfeeding is widely recognized as one of the most beneficial practices for...
An Examination of VAT Refunds and Their Challenges: A Case Study of Export-Based Businesses in Nigeria
Background of the Study
Value Added Tax (VAT) refunds are mechanisms designed to preve...
An evaluation of the socio-political implications of archaeological discoveries in Owo Local Government Area, Ondo State
Background of the Study
Archaeological discoveries in Owo have significantly influenced the socio-political landscape by u...
The Role of IFRS in Enhancing Financial Inclusion in Nigeria
Background of the Study
Financial inclusion, defined as the access to and use of financial services by individuals and busi...
An Investigation of the Impact of Price Wars on Market Share in Nigeria
Background of the Study
Price wars occur when competing firms repeatedly lower prices to gain market share, often at the ex...
Enhancing IoT‐Based Smart Weather Prediction Systems for Farmers in Wudil LGA, Kano State
Background of the study
Agriculture in Wudil LGA is heavily dependent on weather conditions, yet traditional forecasting m...
The Role of IFRS in Enhancing Export Competitiveness in Nigeria
Background of the Study
In the globalized economy, export competitiveness is vital for a country’s economic growth. For Nigerian fi...
