Bullion Bullion

Volume 40 Number 1 Article 5

3-2016

The impact of Relationship Marketing (RM) on Relationship The impact of Relationship Marketing (RM) on Relationship

Quality (RQ): empirical evidence from commercial bank Quality (RQ): empirical evidence from commercial bank

customers in Nigeria. customers in Nigeria.

Sunny E. Ekakitie Delta State University, Asaba

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Recommended Citation Recommended Citation Ekakitie, E. S. (2016). The impact of Relationship Marketing (RM) on Relationship Quality (RQ): empirical evidence from commercial bank customers in Nigeria. CBN Bullion, 40(1), 46-61.

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Volume 40 No I .Jonuory - A/orch 2016

THE TMPACT OF RETATIONSHIP MARKETING (RM)ON REIATIONSHIP QUALITY (Ra): EMPIRICAI EVIDENCE

FROM COMMERCIAL BANK CUSTOMERS IN NIGERIA

ABSTRACT:

Ihe sfudy sef oul to defermine the impocl of relofionship morketing (RM) onre/ofionship quolity (Ra,l wifh respecf to fhe services Nigerion bonks de/iver fofheir c/ienfs. Three hypotheses were formuloted to drive fhe sfudy. Surveyreseorch design wos odopted using o 48-item Likert sty/e quesfionnoire focopture fhe opinions of volued c/ienfs. The study covered fhe six geo-politicolzones in Nigerio wifh 4 stotes drown rondomly from eoch zone. Extent literotureon RM ond RQ were reviewed. Models/fheories were lucidly discussed wtth thestudy evolving the quolitylcustomersotisfocfion modelwhich is o modtficottonof Zineldin's (2006) technicol ond f unctionol model of quolity. Of the 1,080questionnoires disfributed to the l9 bonks in Nigerio 1,000 were found useob/eodopting occidento/ sompling lechnique. Using SPSS vs. l7 correlofions ondmultiple regression operofions were performed on the dofo co//ecfed.Oufcome reveo/ed thot out of the 9 predictor voriobles, 8 were positivelyossocioled with RQ, thus worronting the rejection of the null hypothesis inhypofhesis I. No significont impoct wos observed wit to RM ond RQ, lhecloseness of fheir meons ond stondord deviolions nofwifhstonding. Regressionoufcome reveo/ed the predictor voriobles of competence, communtcotton,ond timeliness of service delivery, efficiency ond courtesy to be highlysignificont of 5%. However, f octors of trust, commitmenf of bonk s ervice officers,cuslomer comploinl hondling ond level of bonding were nol significont.lndeed, fhe focfors of comploint hondling ond commitment to service deliveryhove negotive Beto-coefficienls. ln the ltght of lhese outcomes, fhe reseorchersrecommend, omong ofhers; fhof bonks in Nigerio shou/d improve on troiningond mottvotion of service personne/ to remedy poor comploints hondling ondlow stoff commitment. On occount of poor tmpoct of RM on RQ, the studyrecommends monogerio/ wholeso/e odoption of RM proctices wifh increoseduse of e-plotforms. Monogers ore olso odvised to evolve better cusfomer-centric policies lo improve deposifors'confidence ond loyolty.

KEYWORDS: Relofionship Morketing (RM), Relotionship Quo/ify (RQJ. CusfomerRefenfion, Bonk Services

Ekokitie- Emoneno, Sunny. rn.oDeportment of

Business Adminiskotion/MorketingDelto Stote University, Asobo

INTRODUCTION

Neorly o decode ogo, Nigeriofinonciol institutions were like monybusinesses just out to grob moneybut locking in customer-relotionship orientotion. As omotter of foct, some industrywotchers ond finonciol onolystsdescribed the bonks os okin to thecivil service estoblishments. Then,quolity of service delivery wosobysmolly poor, reol bonkingtronsoction wos cumbersome ondthe use of the very onnoying 'tollynumber' system wos the normwhich wos frustrotlng to thecustomers. lssues of customersotisfoction ond retention wereeither olien or not token seriously osthe customer could woit or goelsewhere. Those were the dorkoges.

But, ofter the Bonks Consolidotionexercise of the Centrol Bonk ofNigerio (CBN) between July 2004ond July 2005 under the formercivilion odministrotion of ChiefOlusegun Obosonjo when prof.Chorles Soludo, the then opexbonk Governor corried out osurgicol operotion requiring bonksto step-up their copitol bose to

N25bn, brought o regime ofcompetitive bonking thot is

customer-centric. From27 bonks in2008 the sector now hos 19 strongbonks with o focus not only toretoin, but to expond theircustomer bose. Vorious customer-centric ond enterprise systems (ES)

ore evolving to ottroct, retoin ondmointoin volued clients. Theemergence of CustomerRelotionship Morketing (RM) os onES ond o competitive toolis one ofsuch ground breoking strotegiesdesigned to mointoin voluedclients for os long os is possible(Agbonifoh, Ogwo, Nnoilim. ondNkomnebe ,2007; Nkomnebe ondOlise,2003).

The quest to retoin vioble clients osopposed to clients thot hurt profithos become opium of sorts, ondhos precipitoted the odoption ofRM ond severol e-plotf ormsdesigned to ottroct ond retoinvolued clients to ensure o steodystreom of profit over time (Remer,Vetter ond Scheidig, 2008, Shin2006). According to the Poretoprinciple, businesses could goinB0% profil from 20% of their oldcustomers. lt therefore hosbecome imperotive for Nigerion'sbusinesses, especiolly commerciolbonks; to chonge from short-termorientotion to focusing on buildinglong-term relotionship to ottroctbetter profits vide customerretention techniques.

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Relotionship morketing is o well-known strotegy in services industryin western economies ond hosbecome o technique ofdifferentiotion ond increose incustomer switching costs forbusinesses; especiolly services dueto thelr intongibility(Athonossopolou ond Mylonokis2009: Gwin, 2009). Relotionshipmorketing hos been put forth os otechnique for firms to developmutuolly beneficiol ond voluoblelong-term relotionship with theircustomers (Leverin ond Liljonder,2006). Relotionship morketing is

believed to work most effectivelywhen customers ore highlyinvolved in the goods produced orservices rendered os there is onelement of personol interoctionthot mokes customers willing toengoge in o relotionship buildingoctivlties (Leverin ond Liljonder.2006).

Beside its obility to helpunderstond the customer.relotionship morketing hos beentouted to increose morket shore,profitobility ond reduce cost in theNigerion bonking sector(lgbokwue ond Solomi, 2008).Reseorch hos shown thot servicingone loyol customer is five to six

times less expensive thon the costof ottrocting ond servicing o newcustomer (Remer, Vetter ondscheiding, 2008; Sepulcri, 2003).Relotionship morketing ottemptsto get the customer close to thefirm in order to enoble it tooccurotely ond odequotelyinteroct with them ond discerntheir needs correctly (Ndubuisiond Chon,2005).

Despite the importonce ofrelotionship quolity ond loyoltyond their impoct on firmprofitobility, customer retention is

the first step to effectively monogerelotionship quollty ond customerloyolty in identifying their voriobles(Lin ond Ding, 2006). Therefore. thisstudy oims to explore the impoctof the voriobles of relotionshipmorketing on relotionship quolityof customers of Nigerio'scommerciol bonks. The level of

service quolity ond howeffectively it is deployed mokesthe client to fost becoming ostrong competitive tool in mostNigerion bonks. Despite this, theextent to which service quolityimpoct depositors loyolty is yet tobe empiricolly determined omongNigerion bonks.

Although there is o long list ofbenefits ossocioted withrelotionship morketing, little is

known obout the octuolimpoct ofthe vorioble of relotionshipmorketing on relotionship quolityespeciolly in bonk service dellvery.It is no surprise thot much of thestudies on relotionship morketingto dote focused on the westernenvironments (Alexonder ondColgote 2000; Kopoulos et o12002:O' Loughlin, et ol 2004; Zineldin2006; Leverin ond Liljonder 2006;Molino el a,.2007) etc., not muchhos been done in this oreoespeciolly in the bonking sector ofthe Nigerion economy. This is thedriving philosophy behind thisstudy.

STUDY OBJECTTVES

ln the light of the obove, this studysets before itself the followingobjectives:l. To determine the noture of

relotionship existing betweenrelotionship morketing ondrelotionship quolity in bonkservice delivery.

2.Io determine the impoctrelotionship morketing hos onthe relotionship quolityreceived by bonk customers.

3. To oscertoin if the foctors oftrust, commitment,competence, communicotion,customer comploint hondllng,time, level of bonding,efficiency ond courtesy predictrelotionship quolity in finonciolservice received.

It ls in this regord thot thereseorchers pose the followingquestions:l. Whot is the noture of

ossociotion betweenrelotionship morketing ond

relotionship quolity of bonkcustomers in Nigerio?

2. Whot impoct does relotionshipmorketing hove on relotionshipquolity customers received ?

3. Do the relotionship morketingfoctors of trust, commitment,competence, communicotion,customer comploint hondlingond time, level of bonding,efficiency ond courtesy predictrelotionship quolity in finonciolservice received?

To ef f ectively oscertoin theempiricol evidence of the octuolimpoct of Relotionship Morketingon Relotionship Quolity in NigerioCommerciol bonks, the followinghypotheses will be tested in thestudy:

HYPOTHESIS ONE: Ho: There is noossociotion between relotionshipmorketing ond relotionship quolityreceived by bonk customers.

HYPOTHESIS TWO: Ho: Relotionshipmorketing hos no signif icontimpoct on the relotionship quolityreceived by bonk customers.

HYPOIHESIS THREE: Ho: Therelotionship morketing foctors oftrust, commitment, competence,communicotion, customercomploint hondling, timeliness ofservice delivery, level of bonding,efficiency ond courtesy do notpredict relotionship quolity infinonciol services received.

The study scope is quiteInteresting. The reseorchers in theirwisdom covered the 6-geopoliticol zones in the Nigerionfederotion. The copitol cities wereof prime focus for sompling.Hence the south-south, south-eost, ond south-west were chosenfrom southern Nigerio. And thenorth-eost, north-West ond north-centrol of the northern Nigeriowere inclusive in the study. Thecopitol cities oll hove the highestconcentrotion of bonks ocross thefederotlon.

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REVIEW OF LITERATURE

Bonking services include thosefinonciol services such os keepingond lending money ond othervoluobles, offering finonciolodvisory service etc. Bonkingservices is chorocterized with highcustomer contoct ond individuolcustomized service solution. Thebonking industry in Nigerio hosbeen chorocterized by monyproblems thot hove bodlyoffected the confidence ondloyolty of customers to the industry(Ebhodoghe,1996). The odvent ofstructurol odjustment progromme(SAP) opened the floodgote ofbonking licenses such thotbetween 1985 ond 1993, licensedbonks operoting in Nigerio rosefrom 4l to 120 (Centrol Bonk OfNigerio, 1995). Most of these bonkwere not customer focused butmore of currency exchongecentres ond they survived slmplyby buying ond selling foreignexchonge. The bonks loterintensified on the morketing ofcore bonking services only whenthe government removed mostdistortions in the foreign exchongemorket which mode currencytroding difficult.

With the consolidotion exercise ofthe industry by the former CBNgovernor, Prof. Chorles Soludo inthe yeor 2005, the numbers oflicensed commerciol bonks werepruned down from 35 to 2l ondore currently 19 with the recentocquisitions of Moin Street bonkond Enterprise bonk by Skye bonkond Heritoge bonk respectively.Their roll coll is os follows: Accessbonk, Diomond bonk, Eco bonk,Fidelity bonk, First bonk, FCMBbonk, Guoronty Trust bonk,Heritoge bonk, Joiz bonk,Keystone bonk, Skye bonk,Stonbic IBTC bonk, Stondordchortered, Sterling bonk, UBA Plc.,Union bonk, Unity Bonk, WemoBonk ond Zenith bonklnternotionol Plc.

The recopitolizotion/consolidotionpolicy of government chonged

the entire scene of the bonkingindustry in Nigerio. Presently thereis high competition omongbonking f irms in Nigerio f orcustomer potronoge such thotrelotionship morketing hosbecome on imperotive for goiningcustomers potronoge ond loyolty.To this effect, the bonks orecontinuously evolving strotegies tostep up their relotionshipmonogement octivities so os togoin competitive odvontoge.

BANKING SERVICES ANDRELATIONSH rP MARKETTNG ( RM)

Before now, the morketing of bonkservices in Nigerio hos beengreotly offected by differenteconomic policies, sociol ondpoliticol foctors ( Uche ond Ehikwe,2001). The bonking service systemin Nigerio is on epitome of foilures,the porticulor reoson for the seriolcollopse thus endongeringcustomers' confidence in theirservices. With the high rote ofinflotion in the country, depositorsusuolly receive poor returns ontheir deposits, therebydiscouroging bonk deposits ondmoking the less reguloted finoncecomponies more ottroctive to themorket. Okoduwo (1995) reportedthot out of the 120 commerciolond merchont bonks in Nigerio,50were liquidoted. ln l99B olone, 26bonks were liquidoted. Bonksfinonciol reports showed thot in1993 olone, o totol osset of N55. I

billon wos lost to bonk liquidotion.|n1994, N73.1 billon ossetwere lostond in 1995, N95.6 billion ossetwere lost (Ebhodoghe 1995). Thus,customers storted losingconfidence in bonk services inNigerio ond storted potronizingthe copitol morket. Theintroduction of recopitolizotionpolicy in the bonking sector led tomergers ond ocquisitions, ond thismode most of the operoting bonksto be of por with eoch other ondolso possesses lhe potentiolto useor replicote the strotegy of oneonother in morketing theirproducts. Therefore, the onlyprocticoble ond significont foctor

for ony of the bonks to goincompetitive odvontoge over theother wos relotionship morketing.The concept of relotionshipmorketlng emerged within theservice ond industry morketingfield in the lote 20lh century.Relotionship morketing (RM)emerged os on olternotive to theperception thot morketing is just omere tronsoction octivity. RM is

the process of "ottrocting,mointoining ond enhoncingrelotionship with customers ondother portners of o profit, so thotthe objective of the portiesinvolved ore met (Ndubusi ondC ho n 2005: Eko kitie. 201 0) .

According to Kotler ond Keller(2008), RM hos the oim of buildingmutuolly sotisf ying long-termrelotionships with key porties:customers, suppliers, distributorsond other morketing portners inorder to eorn ond retoin theirbusinesses. lt builds strongeconomic, technicol ond sociolties omong the porties. RM thusoims of increoslng customersotisfoction ond volue. RM ploceemphosis on the importonce ofthe relotionship developedbetween on orgonizotion ond itsvolued customers, portners ondsuppliers. As on enterprise syslem(ES), it is expected to creote ondmointoin losting relotionshipbetween the firm ond itscustomers; o relotionship thot is

rewording for both sides (Ndubuisiond Chon 2005; Pickton ondBoderick200l).

Bennett in (Agbonif oh ef ol 2007)ossesses its criticolity thus:

"Relolionship morketing seemsfo esfob/ish long-termcommitted trusfing ond co-operotive relotionship withcustomer, chorocterized byopenness, genuine concernsfor the delivery of high quolitygoods ond services,responsiveness to cusfomerssuggeslion for deoling ondwil/ingness lo socrifice shorf-term odvonfoges for long termgoins. Supp/iers otfempt tocreole ond sfrengfhen /osfingbonds wifh their customers.

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Ihey shift from ottempting tomoximize profit on eochindividuol lronsocfion towordthe estoblishmenl of solid,dependoble ond obove oll,permonent relolionship withfhe peop/e they serve. /f is lheorgonizofionol developmentond mointenonce of mutuollyrewording relofionship withcusfomers ochieved vio thefofol infegrotion of informotionond quolity monogemenfsysfem, service support,business strofegy ondorgonizotionol mission in orderto delight lhe cusfomer ondsecure profitoble & lostingbusiness. "

As on enterprise competitivestrotegy, it is o tool to develop omutuol ond rewording economicrelotionship with o Bonk'scustomer wlth the ultimote oim ofretoining him (Ehigie, 2006).Whenever there is o greoter riskinvolving purchose ond customer,(os in the cose with finonciolservices), relotionship morketingploys o vitol supplementory rolethus enobling the bonk to fulfill itsrole of risk reducer, ond help thecustomer goin "cognitiveconsistency ond psychologicolcomfort" (O'Loughlin et ol, 2004).Finonciol services ore perfectexomple of highly intongible ondcomplex service-bosed businesswhich vories enormously incontext, consumption, delivery,durotion ond significonce to thecustomer. Finonciol services orechorocterized os high risk ondlong-term purchoses, whereinrelotionshlp porticipotion is centrolto service delivery (O'Loughlin etol .2004) . Moreover, lif etimefinonciol obligotion of o customerond the continuous noture oftronsoctions imply thot therelotionship is oppropriote"rotionol dependent" customersexhibiting o sense of ownershipover his service providers os "mybonk" or "my building society"(Gobbot ond Hogg 1998; Loughlinet ol 2004).

Foctors ond voriobles thot mokeRM ore wide ond voried. Ndubuisi(2007) odduces trust,commitment, competence inservice delivery, effective onddynomic communicotion, ondstrong copocity for customercomploint hondling. Otherreseorchers like Winner (2001),Sepulcri (2003) ond Velnompyond Siveson (2012) odducedfoctors of efficiency, courtesy,bonding, privocy, informotion ondcommunicotion technology etc.,os key ingredients. This studydiscusses some of these foctorsthot most outhors ogreed to besolient.

TRUST: Trust is the willingness to relyon on exchonge portner in whomone hos confidence. A betroyolofthls trust con leod to customerdissotisfoction ond defection. Trustcon olso be seen os the belief thoto porlner's word or promise conbe relied on ond thot o porty willf ulf ill his/her obligotion in orelotionship (Ndubuisi ond Chon2005).

COMMITMENT: Scholors likeMoormon et ol (1992) ondNdubuisi (2007) ogreed thotcommitment is on enduring desireto mointoin q volued relotlonship.Since compitment is higheromong individuols who believethot they con receive more voluefrom o relotionship, highlycommitted Qustomers should bewilling to repiprocote effort onbeholf of p firm due to postbenefits recdived (Ndubuis,2007),ond highly committed firms willcontinue to the benefits of

Pressey ondobserving the

commitment,n indicotor of

such rec cityMothews ( )in

stobility ond success within therelotionship ond it is ultimotelyessentiol for long-termrelotionships.

COMPETENCE: Competence is

seen os o buyer's perception ofthe supplier's copocity to performwell with iloble technologicolond com iolskillond dexterity

in tosk occomplishment (Ndubuisiond Chon 2005). Hence inoperotionolizing the issues incompetence, some reseorchersidentified the following os key:

The suppliers knowledgeobout the morket of the buyerThe obility to give good odviceon the operoting businessThe obility to help the buyersplon purchoseThe obility to provide effectivesoles promotion moteriols.

COMMUNICATION :Com mu nicotion refers to the obility to providetimely ond foctuol informotion.Both content ond style incommunicotion ore importont inbuilding quolity relotionship withcustomers (Ekokitie, 201 0). There is

o new view of communicotion oson interoctive diologue betweenthe compony ond its customersthot tokes ploce during the pre-selling, selling, consuming ondpost-consuming stoge.Communicotion wos onontecedent of trust, olong withshored volue ond lock ofo p p o rt u n is t ic b e h o vio r.Communicotion con be moreeffective ond dynomic with theuse of ICT ond its vorionts (Ekokitieond Ogbor, 2016; Dovids 2005;Ekokitie ond Odonibeh, 201 5).

COMPLAINI HANDLING:Comploint hondling con bedefined os the service provider s

obility to minimize the negotiveconsequences of monifest ondpotentiol conf licts. Complointhondling includes the bonker'sobility to ovoid potentiol conflicts,solve monlfest conflict beforethey creote problems ond theobility to discuss openly ond flndsolutions to customers' problems(Ekokitie, 2010, Kotler ond Keller2008). The dynomics of complointhondling ond how it is eventuollyexecuted determine whether ocustomer stoys or leoves. Bonksond finonciol institutions con buildtheir RM progrommes oround thecore octivities of quolity in coreservice delivery ond effective

o

importonccloim thot

ofiso

a

a

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morket segmentotion

TIME: This represents the period ittokes for o customer to get servedor ottended to. lt is mostlymeosured by the length or periodwhen he/she orrives, mokeshis/her request known vio filling ocheque or form with respect tothe need ot hond ond submittingsome. Ekokitie ond Olodipo (2010)identified timeliness os cruciol inservice delivery, ond informotionrequisition os it hos directrelotionship with quolity of servicedelivery ond con impoctsotisfoction. lt olso represents theextent to which o client mightwont to remoin or obondonrelotionship with the bonk if nottimeously served (Kotler ond keller,2008).

TEVEL OF BONDING: Bondingrepresents ties - thot substoncelhot tends to 'string two seporoteentities together in one symbioticinterchonge of volue. Withoutbonding, the soul of relotionshipmorketing is lost ondcustomer/client relotlonshipbecomes o pendulum of sorts oreven o Morkov choin thot hos nomemory ond hence nocommitment to onything. Ekokitieond Gbondi (2010) regordbonding os o prerequisite if thegools of customer sotisfoction ondthe quest for continuedrelotionshlp ore to be ottoined.Reseorchers such os Reichheldond Sossor (1990) hove ossertedIhot 5% improvement in customerretention vide bonding, concouse on increose in profitobilityof between 24% ond 85% (in termsof net present volue) dependingon the industry.

EFFICIENCY: This is the extent ordegree of how well o service is

rendered. ln the context of thisstudy, efficiency is the meosure ofhow correctly ond how well onoperotion (bonking operotion) isperformed. Efficiency con olso beon index of tosk performonce. ln oproductive sense, efficiency ismothemoticolly meosured os:Eorned hours/Avoiloble hours x

i00 (Chose ond Aquillono, 19BB),this is in respect to quolily ofservice delivery. For efficiency tohove meoning, it must becompored to o set stondord(Ekokitie ond Olodipo,2010). Thef ewer resources socrif iced inochieving o set stondord, themore efficient the servicepersonnel or production/operotions system ore deemedto be.

COURTESY: The degree or extentto which o service provider is

polite ond willing to ossist thecustomerto meet his needs/wontsdefines courtesy. Theochievement of synthesis(ogreement) with the customer,within the context of contendingdemonds (ontitheses) ondresources to meet them willrequire diplomocy ond courtesy. ltdemonds most times, respectfuldisposition to volued clients,smiles, timely ossistonce ondresponse to customer request ondcomploints. lt requires o one-on-one interoction over secured lines(telephone, ond e-plotforms) ondsome level of privocy (Winner2001: Sepulcri 2003). Courtesyrequires refroining from mokingpromises you do not intend tokeep or out rightly telling lies orbeing deceptive to the customer(lgbokwue ond solomi 2008) toget them off your bock. Studiesshow thot customers thot sufferdisrespect ond were lied todeceptively to secure theirpotronoge spreod the word... theconsequences of deception hovefor reoching negotiveconsequences on potronoge ondprofltobility (Kotler ond Keller,2008)

RELATTONSHTP QUALTTY (RQ)

RQ is o relotively new ondemerging concept in retoilbonking ond bonk servicesmorketing. Becouse of limitedreseorch, mony issues remoinuncleor obout the concept ofcustomer relotionship quolity. Apertinent question thot comes tomind olwoys is: since quolity firm_

customer relotionship offers monybenefits to the orgonizotion, whotore some of the key dimensions ofrelotionship quolity thot finonciolservices providers ond otherorgonizotions should direct theirefforts to?

Ndubuisi 12007) definedrelotionship quolity os o bundle ofintongible volues which ougmentproducts or services ond result inon expected interchongebetween buyers ond sellers. Themore generol concepts ofrelotionship quolity descrlbe theoveroll depth ond climole of orelotionshlp. Relotionship quolityrefers to o customer's perceptionof how well the whole relotionshipfulfills his expectotions, predictivegools ond desires concerning theentire relotionship. Twodimensions of relotionship quolityin services interfoce hove beenidentified: professlonol ond sociolrelotions. The formol relotionship is

grounded on the serviceprovider's demonstrotion ofcompetence, while the lotter is

bosed on the efficocy of serviceprovider's sociol interoction withcustomers.

ln o competitive ond dynomicfinonciol sector os Nigerio,technology is increosingly beingrelied on to focilitote, improve,meosure ond control the level ofRQ (Zineldln, 2006). Quolitymeosurement is of porticulorimportonce ond ought to beconsidered by oll monogers ondmorketers of high contoct service,including the bonking industry.Within the context of bonk'sservice delivery, both providers ofservice ond receivers foceconsideroble uncertointy,stemming from such foctors osintongibility, complexity, lock ofservice fomiliority, ond long-termhorizon (for instonce, term loons)ond ossocioted uncertointies.Uncertointy of outcomes impliesthe possibility of service foilures,loon repoyment hic-cups ondossocioted unfovourobleconsequences. Relotionshipquolity f rom the customer,s

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perspective is ochieved throughbonker's obility to reduceperceived uncertointy. Highrelotionship quolity olso meonsthot the customer is oble to trustthe bonking services provider, ondcon count on his/her commitmentond competence to service onevolving relotionship.

REVIEW OF MODELS & THEORIES

Zineldin (2006) in odduclng omodel opprooch to theunderstonding of RQ, proposed otechnicol ond functionol quolitymodel. This model is integrotedinto o fromework of flve-quolitydimension (sas) which impoctsotisfoction ond loyolty to ocustomer.Ql- Quolity of Object: Thetechnicol quolity (whot customersreceive), it meosures the coreproduct /service itself .

Q2- Quolity of Processes: Thefunctionol quolity (how theproduct/service provides the coreproduct/service). lt con be usedto pinpoint problems in servicedelivery ond to suggest specificsolutions.

Q3- Quolity of lnfrostructure: Thesemeosure the bosic resources,which ore needed to produce theproduct/service delivery. Thequolity of the internolcompetence ond skills,experlence, know-how,technology, internol relotionships,

motivotion, ottitudes, internolresources ond octivities, ond howthose octivities ore monoged, co-operoted ond coordinoted.

Q4- Quolity of lnteroction: Q4meosures the quolity ofinformotion exchonge. finonciolexchonge, soclol exchonge etc.

Q5- Quolity of Atmosphere: Therelotionship ond interoctionprocess between the customerond the compony ore influencedby the quoliiy of the otmospherein o specific environment wherethey operote. The environmentolindicotors should be consideredvery criticol ond importontbecouse of the belief thot lock offine ond friendly environmentdepicts poor quolity ond lowerscustomer confidence.

The Zineldin s (2006) theoreticolmodelis herewith modified, ond itscomponents integroted into theobove fromework. This reseorcherin the light of the dynomicsindicoted in the model, feelsstrongly thot the model shouldexist in o cyclicol flow of itscomponents i.e. Ql. Q2, Q3, Q4 &Q5, oll revolving oroundrelotionship quolity. This cyclicolporodigm is more omenoble toteoching, understonding ondpredicting relotionship quolity. Thismodelthus suggests thot quolity ofobjects processes; infrostructure,interoctions ond otmosphere donot exist in isolotion but ore

systemic, functioning in o cyclicolflow thot enhonces interchongeof volue between porties inrelotionship tronsoction. lt tends tosuggest thot where onecomponent does not derive fromthe other, it nonetheless exists in omutuol dynomic flow to enobleinterchonge of volues, creotingond reinforcing relotionshipquolity (ond giving out some) os itis operotionolized to creotecustomer confidence ondsotisfoction In reol relotionshipterms.

A model thot is highly omenobleto RM ond RQ is the customerbonding model. lt helps in thesituotion ond understonding ofthe ofore-discussed voriobles.Bondlng is the strings thot bindporties together in on exchongerelotionship. ln this direction, Berry(l 993) developed o fromework forunderstonding the different levelof relotionship bonding. Thefromework suggests thotrelotionship quolity con occur otdifferent levels ond thot eochsuccesslve level results in ties thotbind ihe customer closer to thebonk in the following woys:

Level l: Finonciol Bond: At thislevel the customer is connectedto the service provider primorily byfinonciol incentives, which usuollyis in the form of lower prices forhigh volume purchoses or lowerprices for customer who hovebeen with the firm for o longperiod of time. For instonce, somebonks give concession tocustomers with high turnover intheir occounts ond sometimesolso to some occounts thot hovebeen in their books for orespectoble length of time.Unfortunotely, finonciol incentivesdo not generolly provide long-term odvontoges to o firm unless itis combined with onotherrelotionship strotegy. Price ondoiher finonciol incentives oreimportont to customers, but orenot difficult for competitors toimitote.

Fig. 1 The Quolity/Customer Sotisfoctlon Model

q1 qs

Q3

Q2

Relationship

Quality

lr\ t/ I

t tIQ4

5l

Volume 40 No I Jonuory - Morch 20l6

Level 2: Sociol Bond: Long-termrelotionships ore built throughsociol ond interpersonol plotformos well os f inonciol bonds.Customers ore vlewed os "clients"not nomeless foces. They ore seenby the firms os individuols whoseneeds ond wonts, they (the bonk)must seek to understond ondfoshion woys to meet. Services orefoshioned to fit individuol needsond morketers find woys of stoyingin touch with their customers, ondthen develop sociol bonds withthem. Sociol bonds tronscendc lie n ts -s e rv ic e p ro v id e rconnection to connectionomong the customers of o firm.These connections between thefirm ond the customerond omongthe customers of the firms becomestronger overtime ond ore onimportont foctor thot keeps themfrom switching to onotherfirm.

Level 3: Customizotion Bond: Thislevel of bonding involves morethon sociol ties ond finonciolincentives. lt is through thedevelopment of "one-on-one"solution thot fits the individuolcustomer's needs. Customers oreencouroged to provideinformotion on the product orservice dimension they desire sothot their needs will besotisfoctorily met. lt is importont forthe bonk olso to leorn more obouttheir clients by keeping trocks oftheir businesses ond bonkingpottern.

Level 4: Structurol Bond: Thisstrotegy is the most difficult toimitote ond it involves structuroloswell os finonciol, sociol ondcustomizotion bonds between thecustomers ond the Bonk.Structurol bonds ore creoted byproviding services to the clientthot ore designed right into theservice delivery system of thotclient. This strotegy is oftenochieved by providingcustomized services thot oretechnology-bosed such os e-products thot tend to synchronizethe octivities of the customer tothot of the firm. Exomple of suchproducts in bonks like Zenith ore

Corporote i-bonk, Zenith mobilemoney, Poy Direct, X poth, Point ofsoles terminol, Recon tools, AlertZond Swift poy.

REVIEW OF EMPIRICAL STUDIES

Studies by Crosby et ol (1995) intesting RQ models reveol thot,soles people involved in themorketing of complex servicesoften perform the role of"relotionship monogers". lt is inport, the quolity of the relotionshipbetween the soles person ond thecustomer thot determines theprobobility of continuedinterchonge between thoseporties in the future. Their reseorchfindings suggest thol future solesopportunities depend mostly onrelotionship quolity (i.e. trust ondsotisfoction) whereos the obility toconvert those opportunities intosoles hinges more onconventionol sourcechorocteristics of similority ondexpertise. Relotionol sellingbehoviors such os co-operotiveintentions, mutuol disclosure, ondintenslve contoct f ollow-upsgenerolly produce o strong buyer/seller bond.

Velnompy ond Siveson (2012)reveoled thot customerrelotionship morketing con bemeosured through the followingten voriobles, trust, commitment,communicotion, promise, co-operotion, power, empothy,ropport, durotion of relotionshipond occurocy. Doto werecollected through o-seven pointsLikert type summoted rotingscoles of questionnoire. A sompleof 107 customers of Airtel, Diologond Mobitel wos token.Regression ond correlotiononolysls showed thot customerrelotionship morketingconfributed to customer voluecreotion by 52.1% ond theremoining 47.9% con beottributed to other foctors likecustomer sotisfoction ond servicequolity.

Similorly, Ross et ot (2006) studywos oimed ot comporing the

compony's perception of theirbusiness to the customers'dynomic view of their relotionshipwith the some compony.Responses from customersonolyzed using S P A T (SwltchingPoth Anolyzing Technique)showed thot customers whoexperienced triggers in theirrelotionships evoluoted theirmortgoge provider differently,thon those who do not. Theconstruct thot influenced thedynomism ond the dif f eringevoluotions wos defined os theTrigger function. Three triggercotegories were identified onddescribed viz: the situotionol, theinfluentiol, ond the reoctionol. lnorder to further verify the dynomicospect of the customers'relotionship, evidence ofcustomer's dynomic evoluotionond of how the componiesperceived the business differedfrom those of its customers.Regording the generolizotion ofthe result for services, the findingsore limited to one industry: thefinonciol industry. Their workhowever contributes to theunderstonding of the dynomism inthe customer relotionships of ohousing mortgo ge compony.ln o study on the ontecedent ofrelotionship quolity ond loyolty ofurbon business club: Londmork,Club, Cheng-Ter ond Chio Ming(2011) explored the poth of theontecedents of relotionshipquolity ond loyolty for londmorkclub in Toiwon. A totol of 127members in londmork club weresurveyed by conveniencesompling ond onolysis mode. Thefindings indicote thot:

l. Relotionship quolity is offectedby selling behoviour ondservice tongibility significontly,but is not offected positively byservice expertise

2. Relotionship quolity influencedthe customer loyoltysignificontly

3. Selling behovior, serviceexpertise ond service tongibilitymutuolly hos positiverelotionship.

5?

Volume I - 40 Jonuory - A/orch 201 6

They concluded thot the betterthe relotionship quolity, the betterthe customer loyolty would be.Hence in their recommendotion,solesperson in Urbon business clubneed to get in touch with theirmembers frequently ond olsokeep services tongible to upgrodethe relotionship quolity in order tomointoin customer's loyolty. lnoddition to this, the study odvisedthot Clubs should plon somemorketing strotegies ond mointoino resounding service to rneet themembers' needs.

Lostly, scholors like Mohommed etol (201 1) focused their study onthe bonking industry in lron. Thestudy oimed to empirlcollyinvestigote the impoct ofrelotionship morketingunderpinnlngs (nomely: trust,commitment, communicotion,conflict hondling, bonding,shored volue, empothy ondreciprocity) on customer loyolty. A34 item questionnoire wosdistributed to 384 rondomlyselected bonk customers usingmultiple regression onolysis. Theresult reveoled thot oll theunderpinnings of relotionshipmorketing were directlyossocioted with custome/s loyoltyond they hod o significont effecton it. Therefore it is reosonoble toconclude thot customers loyoltycon be creoted, reinforced ondretoined by morketing plonsoimed ot building trust,demonstrotlng commitment toservlce, communicoting withcustomers in o timely, relioble ondprooctive foshion.

RESEARCH METHODOLOGY

The reseorch design odopted indriving this study is the surveydesign. This required the use ofquestionnoire forms with o 48-itemLikert style questlons to o somplepopulotion of opproximotely1,080 (one thousond ond eightybonk customers). The vorioblesthot deflne the dependent ondpredictor voriobles wereoperotionolized, meosured ondpresented in Toble 1. The number

of bonks used ore 19. they include:Access bonk, Diomond bonk, Ecobonk. Fidelity bonk, First bonk,FCMB bonk, Guoronty Trust bonk,Heritoge bonk, -)oiz bonk,Keystone bonk, Skye bonk,Stonbic IBTC bonk, Stondordchortered, Sterling bonk, UBA,Union bonk, Unity Bonk, WemoBonk ond Zenith bonklnternotionol.

Somple populotion wos drownfrom the 6-geopoliticol zones ofNlgerio. Four (4) stotes eoch weredrown rondomly from eoch zoneviz: South Eost (Anombro, Enugu,Ebonye ond Abio, this representB0% of stotes in thot zone), SouthWest (Logos, Oyo, Ekiti ond Ogunstotes, this represenl 66% of stotesin thot zone), South South (Rivers,

Cross Rivers, Edo ond Delto Stotes,this represenl 66% of stotes in thotzone); North Centrol ( FCT-Abujo,Kworo, Benue ond KogiStotes, thisrepresent 66% of stotes in thotzone); North West (Kono, Sokoto,Koduno ond Zomf oro, thisrepresent 57 % of stotes in thotzone) ond lostly North Eost (Yobe,Gombe, Bouchi ond Torobo, thisrepresent 66% of stotes in thotzone). Neorly oll of these zoneshove o commendoble oboveoveroge posting of 60% - this leveloccording to Curron ondBlockburn (2001 ) conf ersodequocy of somple on the Stoteschosen rondomly.

To further remove bios from thesompling process, on occidentolsompling method wos odopted.Eoch Stote wos restricted to 45volued customers os respondentsocross the bonks; eoch bonk ondtheir bronches not sompled morethon twice ond in dif f erentlocotions. Thus, immediotely 45customers were sompled,sompling wos stopped. A totol of1,080 questlonnoire forms weredistributed ond retrieved. Ofthese, exoctly 1000 forms werefound usoble, this represent 93%response rote. A totol of 40reseorch ossistonts were recruitedto odminister ond collote dotoocross the Nigerion federotion.

This ensured o f oce-to-f ocevolidity of the somples. Agoin,questionnoires were eorliervolidoted vio pilot study limited toSouth South ond South Eost zonesolone. All voriobles meosuredreturned o Cromboch Alpho notless thon e (0.7). This is good forconsistency ond reliobility(Sekeron, 2003; Henseler, et ol.2009). This indicotes o good levelof consistency in the constructbeing meosured.

DependentvoriobleRQ = Relotionship quolity

lndependenl VorioblesRM = Relotionship morketing;hence RM = f (TRS, CMT, CMP, CN,CH, TME, LBN, EF, CSY)

TRS = Trust, CAU1T = Commitment,CMP = Competence,Communicotion (CN), ComplointHondling (CH),

Time = (TME), Level of Bonding =(LBN), Efficiency = (EF), Courtesy(CSY). Eoch of these ocronymsore olso proxies of X1, X2, X3, X4,X5, X6, X7,XB ond X9.

These voriobles oreoperotionolized os contoined inquestionnoire

53

Volunre I - 40 .Jonuory - Morch 2016

CONCEPT OPERATIONAL MEASURES SOURCES QUESTION

NO.

Dependent variable

RELATIONSHIP

QUALITY (RO/V12)

Measured bv:

Mutual Benefits

Fulfilled Expectations

Professronal rsm

5 Very Hrgh quality

4 High qualrty

3 Moderate qualrty

2 Low qualrty

1 Very low qualrty

Thong and Yap

(1 ees)

Grover (1993)8-11

lndeoendent

variables

TRUST (TRS/X1)

5-----4-------3--- ----2-- - ----1 - Lrkert-Type 5 Scale 12-15

COMMITIVENT

(cMr/x2)5-----4-------3--- ----2--- ----1 - Lrkert-Type 5 Scale 16-19

COM PETENCE

(cMP/x3) 5-----4-------3--- - - --2-- - - - - -1 - Likert-Type 5 Scale 20 -23

COMMUNICATION

(cN/x4) 5-- -- - 4- - --- - -3 - - - - - - -2- -- - - - - 1 - Lrkert-Type 5 Scale 24-27

COMPLAINT

HANDLING (CH/Xs) 5-----4-------3--- ----2-------1 - Likert-Type 5 Scale 28-31

TrME (rM/x6)

5-----4-------3--- -- - -2- - - -- - - 1 - Likert-Type 5 Scale 32-35

LEVEL OF

BONDING (LBN/X7)

5 Very High Bondrng level

4 High Bonding level

3 Moderate Bondrng level

2 Low Bondrng level

1 Very Low Bondrng level

Southern and Tilley(2000)

35-39

EFFTCTENCY (EFlX8)

5-----4-------3--- - ---2---- ---1 Lrkert-Type 5 Scale 40-44

couRTEsY (csY/x9) 5 High courtesy

4 Good courtesy

3 Moderate courtesy

2 Low courtesy

1 Poor courtesy

Southern and Trlley(2000)

45-48

The Multiple Regression Model is

herewith stoted thus:

RQ = BO + Bt. TRS + 82. CMT + 83.CMP + B4.CN + 85. CH + 86. TM +

B7.LBN + BB.EF + 89. CSY + €I

lnferentiol stotistics wos deployedin doto onolysis ond presentotion.Ihus doto gothered wereonolyzed using stotisticolpockoge for sociol sciences (SPSS

Vr l7), it helped In providingonswers to reseorch hypotheseseorlier stoted in the study.

TEST OF HYPOTHESIS: The three nullhypotheses ore herewithpresented for testing. Test stotisticsdeemed suitoble include:correlotion coefficient, Z-test ondmultiple regression. Conventionolstotisticol guides ond rules oreemployed in the odministrotion ofthe hypotheses under test. Theresult of the three (3) hypotheseseorlier set ond now tested is oscoptured in the toble below:

DISCUSSION OF FINDINGS: Thestudy ob initio objected towordsfinding onswers to the noture ofrelotionship existing betweenrelotionship morketing vorioblesond the issue of relotionshipquolity. lt olso involved the testingof the strength of influence thepredictor foctors of trust,commitment, competence, etchove on quolity of servicecustomers of Nigerio bonksreceive. Findings indlcote opositive relotionship sove foctorsof commilment ond level ofbonding. No significont impoclwos observed on the dependentvorioble by the independent inrespect of hypothesis 2, see Toble3. However, the somple meons ofboth ore quite close (4.1921 cnd4.17131 of 1,000 customerssompled ocross the 6-9eo-politicol zones indicoting nosignificonce difference ond olevel of good ossociotion thotneed f urther improvement.Finolly, predictor foctors ofcompetence, communicotionwith customers, time of servicedelivery. efficiency ond courtesy

54

Volume I - 40 .Jonuory - Morch 2016

to customers proved highlysignificont, see Toble 4.

Toble 5 coptures the ModelSummory of the stotisticol modelreveoled to drive the study. The R

reveoled to be (.456) ond the R-

Squore odjusted post (.21) thissuggests thot only 21% of thepredictor voriobles ore exploinedin the dependent vorioble. Awhopping 79% of foctors oreunoccounted for. This Modelolsomeosures the goodness of fit. Thegoodness of fit (when high)exploins the predictive power ofthe model. This power con eitherbe good or poor (Premkumor, et

ol. 2003, Zhu et ol. 2003). Hencethe model is odjudged o poorone to predict relotionship quolityin Nigerion bonks. This olsoexploins why, for instonce,reseorch question 2 ond itsoccomponying hypothesesreveol no impoct of predictorvoriobles on relotionship quolity inNigerion bonks.

Agoin, it con be inferred thot thenegotive correlotion co-efficientof the predictor vorioble'comploint hondling' in Nigerionbonks is negotively ossociotedwith service quolity. This inconjunction with negotive Beto-

coefficient of commitment ondlevel of bonding subtrocts fromthe potency ond power ofprediction of the model.

CONCLUSION: The competitiveworld is moving deeper intoenhoncing relotionships withvolued clients, especiollycorporote businesses like bonks.Customer relotionship morketingond how to build trust in securedond committed tronsoction orethe hollmork of cutting-edgecompetition (Agbonifoh 2008;Oghojofor 2000). This study reveolso monifest tendency of Nigeriobonks to moinstreom the use ofcustomer relotionship morketingethos ond proxis including itsvorionces of e-morketing ond e-moblle morketing os epitomizedby mobile-bonking (Ekokitie ondAjibolo, 2016: Ekokitie ondOdonibeh, 2016). Eorlier studies inlhe 21st century by reseorcherslike Winner (200,l) ond Sepulcri,(2003) explored deeperromificotions of RM ond itsessence in importing profitobilityon the long run. lndustry wotchersond monogers of finonciolinstitutions in Nigerio by the slont ofthis study hove not completelyintegroted Into this populor bestproctice ond evolution to importperformonce ond enhonceprofitobility. Therefore, the needto improve on its use os onenterprise system ondcompetltive strotegy is herewithstressed.

RECOMMENDATIONS: ln the lightof the revelotions from this study,the following suggestions ore opt:

1. The both foctors of trust ondcomploint hondling hove positiveossociotion with service quolity,but ore not significont predictors.This suggests the need for increosein their pockoging ondimplementotion by monogers ofbonks, ond their customer relotionofficers to worront their potency Inpredicting relotionship quolity.However the foctors ofcommitment ond bonding withcustomers reveol o reverse effect;

HYPo-

THESIS

TEST

STATISTICS

CoRREtATIoN

CoEFFtctENT

DEctstoN lMPUcATtoNs

H1 Correlation A +VE,

Relationshr p

exist for all 8

predrctor

varrables. 0nlyX5 has -VErelatronsh rp.

Reject Ho

Eight (8) predictor varrables of trust, commitment,

competence, communrcation, trme, level of

bondrng, effrctency and courtesy have a posrtive

relationship wrth the dependent varrable ; service

qualrty. However, only the factor of customer

complaint handling was revealed to be negatrve.

The rmplrcation rs that most Nigerian banks,

though customer centrrc, strll do not have a full -

proof technique or programme of complarnt

handling. See Table 2. (Annexure 2).

H2 Z-test Z-cal of(0.94s927198)

is less than the

Z-critica I

( 1.9599539s8)

Accept Ho The predrctor varrables whrch are proxies forrelatronshrp marketing have no rmpact on servtce

qualrty. Thrs rmplies that the factors of trust

commrtment, competence, communicatron, trme,

complarnt handlrng etc., have not strongly

imparted relatronship quality of banks sampled.

See Table 3 (Annexure 3),

H3 Multiple

regresston

s (.000)

s (.ooo)

s (.001)

s (0.00)

s (0.00)

NS (.783)

NS (.342)

NS (.0s7)

Ns (.08s)

of9pred rctors

tested, 5 are

revealed to be

srgn rfrca nt.

These include:

X3

x4

xb

X8, and

x9

Other factors

of:

X1

x2

X5, and

x7

Are revealed

not to be

significant.

Accept Hn

Whereas the predrctor factors of competence,

communrcation, trmeliness of service delrvery,

effrcrency and courtesy all pos t srgnrfrcant and

strong predrctors of servrce quality, those of trust,commrtment, complaint handlrng and level ofbondrng are not . Among these non -srgntficant

factors, it rs cuflous to note that commrtment and

level of bondrng post a negatrve Beta -coefficrent.

It may also indicate that deposttors still don't trustbanks rn Nrgeria.

However, on the average, notwithstandrng the

drawback of variables that have both negative

correlatrons and Beta coeffrcrent, the strength ofthe srgnifrcant predictor varrables is good enough

to warrant acceptance of the factors as good

pred rctors.

It is trite that the negatrve factors rf rmproved in

some ways can, on the long run, become positrve

rnfluencrng factors to the dependent varrable,

relatronshrp qualrty. See Table 4 (Annexure 4).

55

Volume I - 40 Jonuory - Morch 20l6

but this negotive ossociotion doesnot import strongly on the level ofbonding (.085) os it hos oncommitment (3a\. A remediolpolicy oction needf ul is thotservice providers ocross the bonksshould 'connect' more withcusiomers os suggested in studiesby lgbokwue ond Solomi (2008)within the bonking industry. Forcommitment, this study suggeststhot troining ond motivotionprogrommes be used lo remedythe poor level of commitment inthe bonking industry.

2. Agoin, bodies like the BonkersCommittee ond the CBN shouldevolve policies orlond set up unitsto effect complionce tocustomer-centric proctices. Such

unit should olso monitor serviceproviders (coshiers, occountofficers, etc.) who ore dissotisfiedwith their jobs possibly by too highgools, loo much work ondpossibly, presence ofodministrotive injustice from themonogement of their bonks. This

is to remedy the outcome of thisstudy (poor commitment) ondgenerol public perception thotNigerion bonks ore only out togrob deposits but hove little coreforthe customer.

3. Judging from the weokness ofthe multiple regressions model(21%) in predicting service quolityin Nigerion bonks, it comes to foreeosily thot mony more foctors

need to be incorporoted into thepredictive ond stotisticol model.This con greotly improve thepower of the model. Reseorcherswith interest in RM ond SQL studiesmoy explore these opportunities.

4. Losily, this study indicotes thotleoders ond monogers ofNigerion bonks hove more to doboth in RM policy formulotion ondin oreos of strotegyimplementotion. Thus, policyreviews ond customer-centricprogromme rework oresuggested needful initiotives togive o shorper focus to RM ondthe tosk of securing, ondsotisfying depositors needs for olife-time bonking tronsoction.

198- 317. .454-

ANNEXURE TABLES

Hol: There is no relotionship between relotionship morketing ond relotionship quolity

Toble 2: Test of HOI showing the Relotionship between relotionship morketing ond Relotionship quolity

Correlations: Table 2

Pearson

Correlation

Sie. (2-

tailed)N

Pearson

CorrelationSig. (2-

tailed)N

Pearson

CorrelationSig. (2-

tailed)N

Pearson

CorrelationSig. (2-tailed)N

1 687'.

.000

1000

1.

1000

.523.-

.000

1000

.352rr

.000

1000

-.184..

.000

1000

586..

.000

1000

523r*

.000

1000

1.

1000

448..

.000

1000

329..

.000

1000

352**

.000

1000

448.-

.000

1000

1.

1000

-.087..

.006

1000

-.194**

.000

1000

-.152--

.000

1000

-.185..

.000

1000

1

41.8..

.000

1000

377..

.000

1000

382..

.000

1000

27s..

.000

1000

1000.326.

1000.39s.

.000

1000.353.

280."

.000

1000

231..

.000

1000

365..

.000

1000

308-"

.000

1000

-.o32

.307

1000

X1

x2

X3

x4

X5

000 .000

1000

.687..

.000

1000

.586..

.000

1000

.329..

.000

1000

-.o87'"

.000

1000.382..

.000

1000.375._

.000

1000.489.

.000

1000.256.

.000

1000.284.

.000

1000,367.

.000

1000

.000

1000

.000

1000

Pearson

Correlation

Sie. (2-tailed)N

1,52..

.000

1000

185--

.000

1000

1,26..

.000

1000

1 16. 161. 085

.006

1000 1000

.000

1000

.000

1000

.o07

1000

X1 x2 X3 x4 X5 X6 x7 X8 X9 v1,2

56

Volume I - 40 Jonuory - Morch 2016

PearsonCorrelationSig. (2-tailed)N

418- 377- .382 275. -.1.26.3 .3t2 370

.280..

.000

1000

.L50..

.000

1000

.279..

.000

1000

.354--

X6.0

1 7 7 1

Pearson

CorrelationSig. (2-

tailed)N

PearsonCorrelationSig. (2-tailed)N

Pearson

CorrelationSig. (2-

tailed)N

PearsonCorrelation

Sig. (2-

tailed)

N

198 326-- .382. 256. -.116 .390..239 282

x7.0 .00 .0 .0

1 L L 1

31 395-- .375. 284. -. l_6 l_** .3L2**239 28r

X8.00 .000

1000

370-.

L 1 100 t 1 100

454 353- 367-- -.095-- 282 281,.489

X9.0 .00

100

oo7

7 100 7 L

280- 23L .365 308.. -.o32

.307

1000

2go--150 279 354

L

vL2.00 000

L 10 100 1 7 L

**. Correlotion is significont ot the 0.Ol level (2-toiled)

Ho2: To determine lhe impocl relotionship morketing hos on relolionship quolity

Toble 3: Test the impoct of relotionship morketing on Relotionship quolity

Table 3

z-Test: Two Sample for Means

Y

Mean 4.192088889 4.L713Known Variance 0.181 0.302

Observations 1000 1000

Hypothesized MeanDifference 0

Z 0.945927798P(Z<=z) one-tail 0.17209286z Critical one-tail L.644853627

P(Z<=z) two-tail 0.344L8572

z Critical two-tail 1.9s996398s

57

Volume I - 40 Jonuory - Morch 20l6

Ho3: The Relolionship morkeling foctor of trusl, commilmenl, compelence, communicotionond customer comploint hondling do not predicl relolionship quolity

Toble 3:Test of H0l showing the predictive impoct of relotionship morketing foctors on Relotionship quolity

Coefficients Table 4

a. Dependent Variable: V12

Table 5: ModelSummary

a. Predictors: (Constant), X9, X5, X7, X8, X4, X6,X2, X3, X1

Model UnstandardizedCoefficients

StandardizedCoefficients

T sig

B Std, Error Beta

(Constant)

L

x1

x2

x3

x4

x5

x5

x7

x8

x9

1.678

,010

-,030

.134

.126

,012

.097

-,045

.r25,t67

.177

.038

.031

,031

,031

.005

.029

,026

.032

.033

.0L2

-.040

.774

.135

,0s6

.712

-.0s5

.127

.772

9.464

.276

-,950

4,364

4.134

1,909

3,305

-1.725

3.950

4.999

.000

,783

,342

.000

.000

,057

,001

.08s

.000

.000

ModeI

R R Square Adjusted R

Square

Std. Error ofthe Estimate

1 .4664 .2t7 .2L0 .4886

58

Volume I - 40 Jonuory - Morch 2016

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