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. A descriptive survey research design was adopted for this study. The sample for this study consisted of 128selected employees and customers in the organization in Lagos State, Nigeria. The main research instrument used was questionnaire. Data collected were analyzed using descriptive statistic, Chi-Square statistical technique were used to test the hypotheses. Results from the study revealed that relationship marketing enhances the performance of marketing organization, Ineffective relationship marketing affects customers’ loyalty, there is a relationship between relationship marketing and organizational survival and there is a direct connection between customer satisfaction and relationship marketing. Thus, it was recommended that AIICO Nig. Plc. should be concerned to meets individual and stakeholder needs, Organization should provide their customers with quality services that meet their expectations in order to reap from relational benefit, The management of AIICO Nig. Plc. should as a matter of necessity recognize that many firms have been successful in the market place by implementing a marketing relationship strategy, Organization should develop and maintain satisfactory customer relationships which will help them to reduce transaction costs and perceived risk and AIICO Nig. Plc. should tackle challenges and problems associated with relationship marketing strategy.
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