ABSTRACT
Relationship Marketing As A Strategy For Competitive Advantage A Study Of Selected Banks
The problem that triggered this study is the pace and intensity of competition in the banking industry in Anambra state. Nike Air Max 90 Honeycomb Dame The main objective of the study was to identify if there is an interlink between relationship marketing and competitive advantage in the banking industry in Anambra State. NIKE AIR MAX 2017 HEREN DAME LOVERS ZWART WIT The study was guided by five research hypothesis. Nike Air Max 2017 Heren Goedkoop Primary data was collected from a randomly selected 12 branches of commercial banks operating in Anambra state with a five point likert questionnaire. Multiple regression and pearson moment correlation were used to test the hypotheses. Nike Air Max 90 PRM EM Dame The major finding of this study is that relationship marketing offers potent competitive advantage in the banking industry in Anambra state. Nike Free TR Fit Goedkoop The study concludes that relationship marketing has a significant and potent relationship with variables of competitive advantage such as market share ,profit and sales. The study made two key recommendations: first banks in Anambra state are enjoined to design their strategy of wooing customers by emphazing the components of relationship marketing such as trust, competence, empathy, communication and commitment.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire