Modelling relationship marketing and performance of Nigerian banks
by Olalekan Asikhia
International Journal of Business Innovation and Research (IJBIR), Vol. 6, No. 5, 2012

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.

Online publication date: Fri, 12-Dec-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com